Ofcom has commissioned a qualitative research study to explore traditional online search experiences and GenAI search experiences.
The online world is rapidly changing, especially considering the emergence of technologies such as GenAI search tools. To explore consumers’ attitudes and behaviours when searching for information online, Ofcom commissioned YouGov to conduct 24 online in-depth interviews with a mix of UK adult internet users. We defined different search experiences as follows:
- Traditional online search occurs when a user enters a query online using tools which return a ranked list of URL (Uniform Resource Locator) links that users can visit to find information (e.g., Bing, Google, Yahoo).
- GenAI search occurs when a user enters a query online and receives direct, natural-language responses. This includes:
- AI search chatbots (‘AI chatbots') which provide a conversational search experience by answering questions using selected sources and supporting follow-up questions (e.g., ChatGPT).
- AI search summaries (‘AI summaries') which provide direct responses to user questions through a summary of selected sources, typically shown above a ranked list of URL links within a traditional online search tool (e.g., Google AI overviews).
Please note that given GenAI search covers a broad range of products, this research does not take a view on whether any named services or particular types of services referenced in our materials could be considered a 'search service' within the meaning of the UK Online Safety Act 2023 (OSA), or whether they fall within the scope of the OSA. The opinions expressed by participants are their own and do not represent Ofcom’s views or positions.