B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
44%
44% -- ai search primary source share for AI-powered search users (2025-08)
44% of AI-powered search users say AI is their primary source of insight.
Attribution:
View source
Lighthouse Research Team
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
44%
Unit
Percentage
Data Vintage
2025-08
Entity
Sample Size
1,927
Geography
Global
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
95
Source Trust
60
Citation Chain
60
Independence
30
Methodology
45
Freshness
95
Source
McKinsey & Company
Primary
Tier A
https://nicolaziady.com/marketing-budget-trends-2026/ ↗
Source Article
Marketing Budget Trends 2026: Where the Money's Going - Nicola Ziady
|
Listen to this article
Getting your Trinity Audio player ready...
|
Your boss just asked you to justify next quarter’s budget.
Or you’re job hunting and wondering which skills will actually matter in two years.
Or you’re staring at a media plan that looks almost identical to last year’s, and somet…
Original Research
McKinsey & Company
· Original study ↗
Methodology
McKinsey AI Discovery Survey, August 2025, n=1,927
Methodology documented
Segmentation
IndustryB2B
Company SizeAll sizes
RegionGlobal
RoleAll marketers
Channelsearch
Cite this stat
Plain Text
AI-powered search users: 44% ai search primary source share. Source: McKinsey & Company (2025-08). Via Lighthouse Intelligence -- https://lighthousedata.io/data/ai-primary-insight-source
HTML Embed
<blockquote cite="https://lighthousedata.io/data/ai-primary-insight-source" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>44%</strong> -- ai search primary source share for AI-powered search users<br><small>Source: McKinsey & Company (2025-08) · <a href="https://lighthousedata.io/data/ai-primary-insight-source" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
Share
Use this data in your work
Copy the citation, embed the widget, or explore thousands more verified marketing statistics -- all free.