对话式AI正在重塑搜索路径,先用AI再搜的模式更常见。
The New Shape of Search: How Conversational AI Recomposes Information Seeking
- 通过用户行为数据发现,多数人先使用AI助手,再进行搜索。
- 34.1%的AI使用会话中无外部网页跳转,远高于搜索会话的19.5%。
- 研究揭示了搜索行为的新结构,适合关注用户体验设计的研究者。
基于用户行为数据,研究发现搜索旅程常以对话式AI为起点而非终点。在同一位用户中,使用AI前后的方向差异达+20.6个百分点,且该趋势在各主要任务领域均持续存在。用户加权统计显示,34.1%含AI的会话无外部网页浏览行为,而搜索主导会话仅为19.5%,差距达+13.0个百分点。这一现象称为“重组”:信息获取活动在对话、搜索与浏览间分布方式发生变化,但不意味着任务已完成或解决。研究提出跨界面行为拓扑分析框架,有助于区分实际停留与推断完成。
原文摘要 · Abstract (English)
The familiar search journey begins with a query and moves outward into documents, and conversational AI is commonly imagined at its mouth: ask first, then click out. Linking captured prompts and responses to the same panelists' observed searches and pageviews, and reconstructing inactivity-defined cross-surface temporal sessions (standalone assistant surfaces; search-embedded AI such as AI Overviews and AI Mode is out of scope, since it co-occurs with the results page), we find the observed journeys more often run the other way. Content usually follows search but more often precedes assistant use. Within the same panelist, the paired difference-of-directions between the two anchors is +20.6 [19.9, 21.3] percentage points; it persists within every coarse destination-domain stratum we can observe (semantic task and task-stage matching remain unresolved), and every headline result replicates in a second, adjacent month. Search tends to anchor the front of the observed journey; assistants sit deeper inside it. Assistant sessions are also far more often self-contained. User-weighted, 34.1% [33.5, 34.7] of assistant-containing sessions show no observed external web step (AI-first 10.5% [10.2, 10.9], AI-last 18.3% [17.8, 18.7], bridge/interleaved 37.1% [36.5, 37.7]), against 19.5% [19.2, 19.8] contained for search-centered sessions of the same users, a within-user contrast of +13.0 [12.5, 13.6] percentage points. We call this difference recomposition: activity is distributed differently across dialogue, search, and browsing, without implying that assistant use caused the difference. Assistant-contained also does not mean resolved: timestamps alone cannot establish one task, satisfaction, or completion. The result is a cross-surface topology of the emerging search journey and a discipline for distinguishing observed containment from inferred resolution.
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