According to an Ipsos study published on 12 October 2026, 73% of Belgians now interact with artificial intelligence when searching online. The survey, carried out in July 2026 among 1,000 Belgians aged 18 to 75, found that people combine 2.5 platforms on average for a single search. For a Belgian business, visibility no longer depends on Google alone: it also plays out in chatbot answers and on social media.
1. 2.5 platforms per search, on average
The study found that 83% of Belgians still use classic search engines, but 49% already turn to AI chatbots such as ChatGPT or Gemini. Social media (42%), marketplaces (37%) and specialist websites (34%) complete the picture. A Belgian searcher no longer relies on a single channel to find information.
Usage depends on the purpose of the search: 66% of Belgians use AI to compare products, and 50% to find inspiration. Some topics remain sensitive, as 27% ask AI health-related questions.
2. A generational gap that shapes demand
Among 18 to 34 year olds, 62% use chatbots and social media for their searches. Among 55 to 75 year olds, that figure drops to 34% for chatbots and 30% for social media. Classic search engines remain in use among 90% of 55 to 75 year olds, against 70% of 18 to 34 year olds.
For a Belgian business, this means serving two audiences at once: one that still searches on Google, and another that goes straight to a chatbot or a social platform.
3. Trust remains the main barrier
Distrust still slows adoption: 72% of Belgians trust Google's natural results, against only 46% for generative AI answers. 43% worry about errors, and 38% point to a lack of transparency over the sources AI relies on.
This trust gap is an opportunity for transparent businesses. Citing sources, displaying verified reviews and keeping information current reassures a human visitor just as much as an AI system looking for a reliable answer to repeat.
4. What this means for a business's content
A Belgian business that only shows up on Google is already losing part of its audience, since nearly one in two Belgians now goes through a chatbot during a search. Product sheets, service pages and content need to stay readable for a human visitor and for an AI system summarising an answer alike.
This does not replace a solid Google presence. The two channels reinforce each other: well-structured content helps both classic search ranking and AI citation.
The AI lens, humans first
AI can continuously monitor how a business appears in ChatGPT, Gemini or Google AI Overviews answers, and flag gaps between what is said and the reality of the offer. It can also adapt the same content for the different channels identified by the study, from search engine to marketplace. But deciding which messages should appear, checking that a generated answer stays accurate, and choosing where to invest between Google, social media and marketplaces remain human decisions. AI executes. Expertise decides, and keeps watch.
This week
Type your business name and flagship products into ChatGPT, Gemini or Google AI Overviews to see what comes up today. Check that your Google Business Profile and product pages are up to date and cite verifiable information. If part of your customer base is under 35, also test your visibility on social media and on a marketplace relevant to your sector.
Vistalaro Pilot adjusts a business's content and search strategy so it stays visible on Google as well as in AI chatbot answers. Vistalaro Build structures a website and its technical content so it stays readable and citable by AI engines as much as by human visitors.
Does your business show up when a Belgian customer asks an AI?
One search on ChatGPT or Gemini this week is enough to find out.
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