- 62% of consumers globally now trust AI for brand discovery, according to Yext's new report.
- AI search tools are being used daily by 43% of consumers, with ChatGPT being a popular choice.
- Generational differences highlight that Millennials lead in multi-platform searching, while Boomers remain wary of AI tools.
Yext, Inc. (YEXT, Financial) has unveiled its latest report, "The Rise of AI Search Archetypes," revealing a significant shift in consumer trust towards AI tools for brand discovery. The study, conducted by Researchscape, surveyed 2,237 consumers in the U.S., U.K., France, and Germany, highlighting that 62% of global respondents now trust AI in guiding brand decisions, a trust level comparable to traditional search methods during critical decision-making moments.
The adoption of AI search tools is on the rise, with 43% of consumers using AI applications like ChatGPT or Gemini on a daily basis. Despite this growing reliance, 57% of respondents still prefer traditional search engines when researching sensitive topics such as personal, medical, or financial information.
Current search behaviors show that 75% of those surveyed have increased their use of new search technologies over the past year. Nevertheless, while AI is valued for quick fact-finding, only 10% of users trust the top AI search results alone, with 48% cross-referencing answers across multiple platforms to ensure information accuracy.
The report also highlights generational differences in search patterns. Gen Z utilizes AI for brainstorming and idea generation, with 48% using it for how-to guidance. Millennials are leading in using AI for quick insights and cross-platform searches, while Gen X tends to use AI for detailed explanations. In contrast, Boomers remain predominantly reliant on traditional search engines, with 80% using them for general knowledge and 68% for navigation tasks, showing resistance to adopting AI tools.
Mark Kabana, VP of Data Innovation at Yext, emphasizes the importance of structured and consistent brand data for maintaining visibility in a digital landscape increasingly dominated by AI tools. The full report is available at Yext's website, offering insights into how brands can manage their visibility and earn consumer trust in a complex digital marketplace.
