TLDR: A new report by Yext, ‘The Rise of AI Search Archetypes,’ indicates that 43% of consumers now use AI search tools daily, with 75% increasing their usage over the past year. The study highlights a growing trust in AI for brand discovery, with 62% of consumers relying on it for purchasing decisions, though traditional search remains preferred for sensitive topics.
New data from Yext, Inc.’s recently released ‘The Rise of AI Search Archetypes’ report reveals a significant shift in consumer behavior, with AI search tools becoming an integral part of daily online activities for a substantial portion of the global population. The comprehensive study, conducted in partnership with Researchscape, surveyed 2,237 consumers across the U.S., U.K., France, and Germany who have recently engaged with conversational or voice AI for online information.
The report’s findings underscore a rapid acceleration in AI adoption: 43% of consumers now use AI search applications, such as ChatGPT or Gemini, on a daily basis. This widespread integration is further evidenced by the fact that 75% of respondents reported an increase in their use of new search technologies over the past year.
Consumer trust in AI for brand-related decisions is also on the rise, with 62% of consumers indicating they trust AI to guide their brand choices, a level of confidence comparable to traditional search methods during critical decision-making moments. However, this trust is not universal; the report notes that 57% of consumers still prefer traditional search engines when researching sensitive topics like personal, medical, or financial information.
While AI is increasingly valued for its speed in providing factual responses, with 29% of users turning to it first for quick answers, the report highlights a nuanced approach to AI-generated results. Only 10% of users fully trust the initial AI output, and nearly half (48%) cross-check information across multiple platforms to ensure accuracy. This emphasizes the critical need for brands to maintain consistent and accurate information across all digital touchpoints.
The study also identifies generational differences in AI search habits. Younger generations, particularly Gen Z and Millennials, are more inclined to leverage AI for brainstorming, idea generation, and quick insights. For instance, 48% of Gen Z users utilize AI for ‘how-to’ guidance. In contrast, older generations, such as Boomers, tend to remain more reliant on traditional search methods.
In the realm of local search, the report presents a dual opportunity and challenge for businesses. While 68% of consumers have used platforms like ChatGPT to research local products or services, only 19% trust AI search tools for local decisions compared to 45% who trust traditional search engines. This suggests a need for brands to optimize their local business data to be more AI-friendly and ensure credibility.
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Overall, ‘The Rise of AI Search Archetypes’ report paints a clear picture of an evolving digital landscape where AI is reshaping how consumers discover, evaluate, and choose brands, urging businesses to adapt their digital strategies to remain visible and trustworthy.
