Subscribers pick ChatGPT over Google as their default gateway to the web

British payments provider Bango, in collaboration with market research firm 3Gem, has released an insightful study on the use of paid AI services. Data collected from 2,000 paying US users in October 2025 demonstrates that the technology has moved beyond a mere novelty and is now becoming essential digital infrastructure. This shift is particularly evident in search behavior: a clear majority of ChatGPT subscribers have set the chatbot as their primary browser homepage, steadily pushing aside traditional search engines like Google, Bing, and DuckDuckGo.  Similarly, on smartphones, AI widgets dominate the home screen, relegating the familiar search bar to a secondary position.

This dependence comes at a cost. On average, an AI subscriber spends 66 USD per month on their tool portfolio. This often exceeds spending on video streaming and nears financial limits. Given that the user's reported budget limit is only 72 USD, there’s little room for price increases. Already, one-third of respondents find the costs excessive, putting significant pressure on providers to either deliver more value or create more affordable entry-level options.

Artificial intelligence is therefore sparking a fierce competition in the subscription market. Over 60 percent of those surveyed would be more likely to cancel their video streaming services than forgo their AI assistants, productivity clearly trumps entertainment. To manage monthly expenses, many users are employing "subscription cycling," subscribing to and immediately canceling services for short periods rather than allowing them to become ongoing costs.

Many users envision some sort of "super-app" that provides answers to queries and makes it easier to buy products and services directly. Shopping through AI could compromise the neutrality of these assistants eventually. If AI models evolve into marketplaces, there will be an economic incentive to favor certain products or services.

Even Bango's promoted "Super Bundling" isn’t solely about convenience. Strategically, it serves as a tether to counteract customers' tendency to switch platforms frequently, aiming to retain them in the long term.  AI is gradually transforming from a neutral tool into a complex ecosystem with strong commercial interests.