How People Really Use LLMs And What That Means For Publishers

There’s no shortage of hot takes about AI killing search. But when you look at the data, a very different story emerges.

OpenAI’s largest-ever usage study shows that LLMs aren’t replacing search — they’re expanding it. People use AI tools differently from how they use search engines, and those differences indicate where SEO and publishing are heading in 2026.

Here’s what you need to know.

The Big Picture

The study analyzed 1.1 million ChatGPT conversations between May 2024 and June 2025. A few things became clear:

• LLMs don’t replace Google. In fact, super users of ChatGPT also perform more Google searches than before.
  

• Three use cases dominate. Practical guidance, seeking information, and writing content account for 80% of usage.
  

• Non-work use is surging. More than 70% of messages are personal, not professional.
  

• Demographics are shifting. Early users were mostly men; now, usage is split evenly between men and women.
  

• Asking and Doing lead. Nearly 90% of all queries fall into these two intent buckets.
  

For publishers, this means SEO is evolving from serving “navigational, informational, transactional” intent to something broader — intent shaped by conversation and generation.

1. Asking and Doing Dominate

49% of all messages fall under Asking (queries for knowledge). Another 40% are Doing (generating content, solving tasks). Only 11% are Expressing (personal reflections).

This user dynamics mirror what we’re seeing in Google AI Overviews. Instead of just looking for links, users are seeking direct help, context, and actions.

For publishers, this signals a content strategy shift:

• It’s not enough to answer questions. You need to create assets that help users do something — tools, calculators, templates, checklists.
  

• Purely informational articles will lose ground to AI-generated summaries. Practical and actionable content will survive.

2. Non-Work Usage Is Rising

A year ago, most ChatGPT usage was work-related. Today, 73% of conversations are personal.

That means AI tools are now influencing consumer decisions, hobbies, and lifestyle choices — the same areas publishers and marketers depend on for traffic.

This is where younger users matter. Nearly half of all messages now come from people under 26. For them, ChatGPT is not a productivity hack — it’s a daily search companion.

The takeaway? If your audience skews younger, expect more of their questions to start — and end — with AI tools.

3. Writing Is the Top Work Use

At work, 40% of LLM conversations are about writing. But here’s the nuance: two-thirds are editing tasks, not from-scratch generation.

People are asking ChatGPT to make emails concise, clean up drafts, or simplify technical content.

For publishers and brands, this is both a challenge and an opportunity:

• Challenge: AI can quickly rewrite generic content. If your site produces bland, interchangeable articles, users don’t need you anymore.
  

• Opportunity: Unique voices and expert perspectives can’t be replicated. AI may polish, but it still needs authentic input.

4. Coding Isn’t as Big as You Think

Despite the hype, coding work accounts for just 4.2% of ChatGPT usage. Specialized models, such as Claude or purpose-built coding copilots, handle those needs much better.

This shift will lead to a significant trend: specialized AI tools will dominate niches.

For publishers, that means competing with general-purpose AI like ChatGPT isn’t the goal. Instead, focus on niche authority — building content, insights, and tools that beat AI on depth and trust in your vertical.

5. The Gender Shift

In early 2024, 80% of ChatGPT users had typically male names. By mid-2025, the split was nearly even, with a slight tilt toward feminine names.

This data matters because user diversity broadens the AI use cases. The questions, contexts, and behaviors feeding these models are no longer skewed toward tech-savvy early adopters. They reflect a wider range of the market.

For SEO and publishing, this means LLM-driven search will mirror mainstream interests, not just niche professional queries.

6. What This Means for Publishers

The traditional SEO model focused on ranking articles and earning clicks. That model is fading. AI isn’t just summarizing — it’s absorbing user intent.

Here’s how publishers can respond:

• Build Linkable Assets

AI tools excel at text, but they can’t replicate interactive tools, calculators, visual data hubs, or proprietary research. These assets get cited, linked, and remembered.

• Lean Into “Doing” Queries

Ask: How can I help my audience act, not just learn? That might mean publishing templates, guides, or even lightweight software tools.

• Focus on E-E-A-T and Brand

With AI blending content sources, trust and recognition matter more than keywords. Make your brand the go-to expert in your niche.

• Diversify Beyond Google

AI isn’t sending referral traffic at scale. Email, communities, and direct engagement are no longer optional — they’re survival tactics.

My Take

This data doesn’t spell doom for publishers. But it does signal the end of lazy SEO.

If your strategy is pumping out thin, keyword-driven articles, AI will eat your lunch. But if you’re building brand authority, publishing original research, and creating tools people actually use, you’ll thrive.

In other words: stop chasing clicks, start building value.

We’ve entered a new era where the winners aren’t the ones with the most pages — they’re the ones with the most trust.

Final Thought
LLMs aren’t killing search. They’re reshaping it. And the publishers who adapt fastest will be the ones who own the future of visibility.

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