For years, Montreal-based lawyer and legal technology consultant Anja-Sara Lahady relied on Google whenever she needed to check facts, plan purchases, or get recommendations. But over the past year, her habits have shifted — and she now finds herself using large language models (LLMs), such as OpenAI’s ChatGPT, far more often than traditional search engines.
“Instead of spending half an hour thinking about what to cook with the few things in my fridge, I can just ask ChatGPT,” Lahady explained. “These everyday admin tasks aren’t my expertise, and using an AI assistant reduces fatigue.”
Although she avoids using LLMs for tasks requiring legal reasoning, Lahady said she now uses the tool in her professional life for what she considers “low-risk” work, such as drafting emails, exploring software options, or writing simple code. “It’s become a second assistant,” she said.
Her experience reflects a broader trend. According to analytics firm Demandsage, ChatGPT now attracts more than 800 million weekly active users, up from 400 million in February 2025. Research firm Datos reports that LLMs accounted for nearly 6 percent of desktop browser searches in July — more than double the share a year earlier.
Experts say the appeal lies in convenience. Professor Feng Li, associate dean for research and innovation at Bayes Business School in London, explained: “Instead of juggling 10 links with search, you get a brief synthesis that you can edit and iterate in plain English. LLMs are particularly useful for summarising long documents, drafting, coding snippets, and scenario exploration.” However, he cautioned that AI-generated content still requires fact-checking, as errors remain common.
Google, meanwhile, insists its search engine is not losing ground. The company said query volumes — including commercial searches — are still growing, aided by new features such as AI Mode and AI Overviews, which provide tailored, conversational responses at the top of search results. Yet testimony during a U.S. antitrust trial in May revealed Google searches on Apple devices fell for the first time in over two decades, signalling subtle shifts in user behavior.
Analysts suggest a hybrid future. “LLM usage is growing but remains a minority behaviour compared to traditional search,” said Prof. Li. “People are likely to use AI for creative and exploratory tasks, while relying on search engines for transactions, bookings, and verification.”
The rise of LLMs is also reshaping digital marketing. Leila Seith Hassan, chief data officer at Digitas UK, said companies must understand which sources AI models view as authoritative. “In UK beauty, Vogue and Sephora are frequently referenced, while in the U.S., brands’ official websites feature more heavily,” she noted.
Some users already credit LLMs with streamlining their lives. Hannah Cooke, head of client strategy at London agency Charlie Oscar, said she uses ChatGPT for skincare advice and trip planning. Ahead of a recent trip to Japan, she asked the tool to design a two-week itinerary and suggest vegetarian restaurants. “It saved me hours of research,” she said.
As consumer adoption accelerates, the competition between traditional search engines and AI assistants appears less about replacement — and more about coexistence in an evolving digital landscape.
