survey shows 71% of marketers expect AI assistants to overtake Google as top discovery channel by 2028

survey of 35 marketers projects AI assistants as the main discovery channel by 2028 for 71% of respondents. Only 11% expect Google search to remain customers’ primary starting point in two years, signaling a sharp shift in go-to-market planning. Budgets are moving: 80% plan to start or increase AI search visibility spending next year; 29% expect to reallocate from paid media. Organic traffic pressure appears manageable, with 43% reporting a 10% to 25% decline this year; none reported a larger drop. Measurement remains a constraint: 43% use tools to track AI-answer visibility; 46% rely on manual checks; 43% cite ROI proof as top concern. Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. Inc. published the original content used to generate this news brief via (Ref. ID: 202609181435ACCESSWRNAPR_____1223760) on September 18, 2026, and is solely responsible for the information contained therein. (C)