Survey: AI Use Soars as Trust in Top Search Results Plummets
▼ Summary
– Only 11% of U.S. consumers trust the first online search tool they use, leading nearly 90% to verify or expand their search elsewhere.
– Traditional search engines are the most common starting point for product research at 45%, but AI tools and review sites are growing alternatives at 15% and 14% respectively.
– AI-powered search usage has increased significantly, with 73% using it more in the past year and 45% using it daily, though traditional search remains preferred for sensitive and everyday topics.
– Social media is a key discovery channel, used by over half of respondents for finding reviews, local recommendations, and how-to guidance.
– Yext identified six distinct consumer search personas, with the Traditionalist (24%) and Price Shopper (21%) being most common, each with unique trust and discovery preferences.
A recent survey reveals a dramatic shift in how people search for information online, with trust in traditional search results hitting a new low. Only 11% of American consumers now trust the very first tool they use for online searches. This widespread skepticism means the vast majority, nearly 90%, feel compelled to double-check or broaden their search elsewhere, largely because they doubt the initial answers they receive.
While traditional search engines remain the most common starting point for product research, used by 45% of consumers, alternative methods are quickly gaining ground. AI-powered search tools and dedicated review sites are emerging as strong competitors, capturing 15% and 14% of users respectively. Over the past year, adoption of AI search has surged significantly, with 73% of respondents reporting increased usage and 45% now relying on these tools every single day.
Despite the rapid growth of AI, consumers still turn to conventional search when dealing with sensitive subjects (62%) or everyday questions (60%). This suggests that for matters requiring discretion or straightforward facts, established search methods continue to hold an important place in the research process.
Social media platforms maintain their influence as powerful discovery channels. More than half of those surveyed (52%) use social networks to find product reviews, while 48% look for local business recommendations and 47% seek out instructional content and how-to guidance.
When it comes to actual purchasing decisions, AI tools serve more as exploratory aids than direct drivers. Consumers still base their final buying choices on traditional factors like competitive pricing, authentic peer reviews, and detailed product specifications. The primary uses for AI in consumer contexts include research (54%), generating creative ideas (48%), and performing various types of analysis (43%).
The survey identified six distinct consumer personas that characterize modern search behavior:
- The Traditionalist, representing 24% of users, prefers established search engines for obtaining reliable, well-structured answers.
- The Price Shopper, making up 21% of consumers, focuses primarily on finding the best deals and most efficient purchasing options.
- The Explorer, accounting for 18% of respondents, uses AI tools to investigate new concepts and uncover connections between ideas.
- The Creator, comprising 15% of users (with particularly strong representation among Gen Z), depends on AI for brainstorming sessions and creative inspiration.
- The Social Proof Seeker, representing 14% of consumers, requires validation from customer reviews or influencer recommendations before making decisions.
The Accidental Searcher, making up 8% of users, typically discovers products unexpectedly while casually browsing through social media feeds.
(Source: Search Engine Land)
