TLDR: A recent Gartner survey indicates that 53% of consumers distrust or lack confidence in AI-generated search results and summaries. The study, conducted in June and July 2025 among 377 U.S. consumers, also found that 41% find AI overviews more frustrating than traditional search, and 61% desire an option to toggle AI summaries on or off. This highlights a critical need for brands to build trust and offer user control in the evolving AI-powered search landscape.
More than half of consumers, specifically 53%, harbor distrust or a lack of confidence in the reliability and impartiality of AI-generated search results and summaries, according to a recent survey by Gartner, Inc., a prominent business and technology insights company. This significant finding underscores a growing skepticism among users regarding the burgeoning integration of artificial intelligence into search platforms.
The Gartner Consumer Community survey, conducted in June and July 2025, gathered insights from 377 U.S. consumers. Beyond the general distrust, the study revealed a notable level of user frustration, with 41% of respondents reporting that generative AI overviews make the search process more frustrating compared to traditional search methods. A key takeaway from the survey is the strong demand for user autonomy, as a majority (61%) of consumers expressed a desire for an option to toggle AI summaries on or off, emphasizing the importance of user control in shaping their search experience.
Noam Dorros, Director Analyst in the Gartner Marketing practice, commented on the implications of these findings: “The impact of AI extends beyond improving the search experience, altering how consumers seek and interact with search platforms, and how marketers approach visibility.” Dorros further elaborated, stating, “Digital marketing strategies must evolve to not only optimize for these AI-powered results, but also to reinforce brand trust through comprehensive and reliable information, recognizing that not all consumers embrace AI summaries equally.”
The survey also shed light on the limited role AI-powered results play in product research. While consumers perceive AI summaries as useful for initial product exploration, their perceived value diminishes when evaluating different options and drops even further when making final purchase decisions. This suggests that while AI can aid in the early stages of discovery, human-centric approaches and trusted information remain crucial for deeper engagement and conversion.
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In light of these insights, Dorros advised that “as the journey toward a fully AI-redefined consumer search experience continues, brands should strengthen their reputation as trusted sources and optimize content for visibility within AI-generated summaries, while prioritizing transparency and user choice.” He also recommended that companies adopt a multichannel approach to ensure discoverability, indicating that a balanced strategy is essential for navigating the evolving digital landscape.
