Figure 01
AI summaries are already part of everyday search.
Read AI-generated search summaries at least sometimes
75%
Read them often or always
42%
Scope: UK online adults, Ofcom research published 2026.
View this chart as a data table
| Measure | UK online adults |
|---|---|
| Read AI-generated search summaries at least sometimes | 75% |
| Read them often or always | 42% |
This does not mean AI has replaced traditional search. It means business information is increasingly being summarised before a potential customer reaches the original website. Clear and accurate source information therefore matters.
Source: Ofcom, Adults’ Media Use and Attitudes 2026 (opens in a new tab)