When it comes to brand discovery, AI is quickly earning consumers’ trust, with 62% of consumers saying they now trust AI to guide their brand decisions, putting it on par with traditional search, according to a new study from brand visibility platform Yext.
However, traditional search still rules supreme in certain scenarios, including:
- Sensitive searches: 57% of respondents said they still prefer traditional search engines when researching personal, medical or financial topics; and
- Fast searches: 53% said they turn to traditional search first when they are looking for fast, factual answers, with AI gaining, but not overtaking, traditional search at 29%.
And even as 43% of respondents say that they now use AI search tools like ChatGPT or Gemini on a daily basis, just 10% of respondents said they trust the first result they receive from these platforms. Nearly half (48%) cross-check answers across platforms, highlighting the need for consistent brand information everywhere.
“AI search tools are no longer experimental,” said Mark Kabana, VP of Data Innovation at Yext in a statement. “They’ve earned trust by consumers across a wide range of use cases, especially brand discovery, where accuracy and clarity matter. Consumers are using these tools to make real decisions. If your data isn’t structured, consistent and optimized for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience.”
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Different Generations Use AI Search Differently
Not surprisingly, there is wide variation among age groups in how and when these newer tools are used:
- Gen Z treats search as an idea engine, not just a fact finder: They’re the most likely generation to use AI for brainstorming (48%) and how-to guidance (48%), and nearly half use social media (45%) and search engines (42%) to spark ideas.
- Millennials lead in cross-platform searches: 55% of millennials favor AI for quick, clear insights over traditional search. They also use social media heavily for general knowledge (56%) and frequently rely on search engines (69%) for product and service details.
- Gen X trusts traditional search but uses AI tools for deeper context and content summaries: While 70% of Gen X still uses traditional search engines for general knowledge, 44% prefer AI for in-depth explanations, and 39% for content summaries.
- Boomers rely on traditional engines for general knowledge and are hesitant to adapt AI tools: A majority of Boomers (80%) use search engines for general knowledge and 68% use it for navigation. However, 26% of Boomers surveyed do not use AI tools at all for common tasks.
Get additional insights on how consumers are using AI search today and how your brand can adapt in the full report: “The Rise of AI Search Archetypes.”
