The transition isn’t happening with a grand announcement but through a change in habits: for an increasing number of users paying for Artificial Intelligence tools, the first interaction of the day with the internet is no longer a traditional search engine but a conversational assistant. An analysis by Noticias.ai of Bango and 3Gem’s report describes this shift as a phenomenon of “personal infrastructure”: AI ceases to be an occasional utility and becomes the starting point for consulting, deciding, and organizing digital life.
The study is based on a survey of 2,000 U.S. users who pay for at least one AI service (data collected in October 2025). In the report’s public communication, Bango describes a consistent pattern: AI is used daily, integrated into work and leisure routines, and begins to occupy the “natural” space where the search bar used to be. The company states that, for many, AI “sits” on the homepage or automatically opens in the browser because it’s “the fastest way to get things done.”
The key insight: AI is now the top subscription priority
The most compelling takeaway from the report isn’t technological but economic. Bango indicates that, among respondents, 67% rank AI at the top of their subscription list, ahead of categories that dominated recurring digital spending for years. Similarly, over three-quarters (77%) say their AI subscriptions are now essential to their daily lives.
This priority influences spending decisions: 61% say they would rather cancel all their streaming subscriptions than give up AI. In other words, AI is starting to compete in the “essential service” category and is displacing entertainment options that until recently seemed untouchable.
What does “living with AI” cost? From $66 a month to €56.4 in Europe
The report estimates an average expenditure of about $66 per month on AI tools, spread over approximately 4 services. Converted to euros using the European Central Bank’s foreign exchange rate as of January 22, 2026 (1 EUR = 1.1706 USD), this amounts to roughly €56.4 per month.
The challenge lies in the margins: Bango notes that many users operate with tight budgets, and price is beginning to be perceived as a friction point. The firm adds that 56% of users say they cannot afford all the AI tools they’d like, and 54% describe pricing as a “sting” or consider pricing models too confusing.
To gauge spending elasticity, the report highlights that 24% pay over $100 monthly for AI, which is more than €85.4 at the same ECB rate. Despite this, 71% plan to add even more AI subscriptions in the next 12 months.
“Subscription cycling”: rotating subscriptions as a survival mechanism
When budgets are tight, consumer behavior changes. Bango describes a phenomenon previously seen in streaming and software, now emerging in AI: frequent service rotation to stay within “tolerable” spending. The analysis suggests that the issue isn’t so much perceived value but fatigue from managing multiple accounts, renewals, and payments, which fuels the desire to simplify the ecosystem.
Market-wise, this implies two things. First, growth depends not only on attracting new users but on reducing churn and solidifying habits. Second, the focus shifts toward bundling and distribution: how AI is offered, integrated with other services, and billed to create a stable expense.
The “super-app” of AI: convenience, channel control, and neutrality risks
The survey also reflects a recurring aspiration: many users would like their AI assistant to function as a “hub” where they organize tasks and connect applications. Bango notes that among paying users, 71% are subscribed to ChatGPT, and the desire to turn it into an operations center is growing: 75% want to manage daily tasks within ChatGPT, and 80% would like to “combine” their favorite apps in one place.
This reveals a strategic tension: if the chatbot evolves into a super-app, it also becomes a discovery, recommendation, and potentially purchasing channel. In that scenario, neutrality may cease to be a given: when transactions and commercial agreements are involved, recommendations could coexist with financial incentives. The report doesn’t see this as inevitable but as a plausible market trend if AI becomes integrated into bundles and ecosystems with cross-interests.
What it means for search engines, media, and online commerce
For the web ecosystem, the message is clear: if the digital session begins with an assistant, search engines are no longer the sole “gateway” of entry. This can reshape traffic patterns (fewer direct clicks to results), advertising (new decision points), and content economics (reliance on how the assistant synthesizes and recommends). Additionally, the rise of AI as a priority subscription suggests market concentration: users want less friction, a single bill, and more integrated tools, benefiting those who control platforms and distribution channels.
Frequently Asked Questions
What does it mean that AI is the “starting point” for web browsing?
It means that users first consult an Artificial Intelligence assistant and then decide which links to open, reducing the role of traditional search as the initial step.
How much do paying AI users spend on average per month?
Bango estimates an average spend of $66 per month (about €56.4 at the ECB’s January 22, 2026, rate), distributed across around 4 AI services.
Why is AI displacing streaming subscriptions in priority?
Because many users see it as a daily productivity and support tool; the study shows that 61% would rather cancel streaming than give up AI.
What risks arise if chatbots become “super-apps” for tasks and shopping?
Dependency on a single intermediary increases, and commercial pressures might threaten the neutrality of recommendations if the assistant integrates services, partners, or transactions.
Source: Noticias inteligencia artificial