Consumer Engagement With AI-Powered Search Engines: Implications for the Future of Search Advertising Research and Practice

This work investigates how consumers engage with AI-powered search engines (AIPSEs) compared to traditional search engines (TSEs), focusing on differences in motivations, choice, and usage behavior. To support this analysis, we developed and deployed a Chrome Extension to collect real-world search interaction data, enabling a detailed comparison of user behavior across search paradigms. This research represents a multi-stage effort—from initial presentation at AEJMC 2024 to publication in the Journal of Advertising Research—highlighting its contribution to understanding the evolving landscape of search and its implications for advertising research and practice.