Nearly two-thirds (62%) of consumers trust AI to guide brand choices, matching traditional search during key decision-making moments. That’s one big finding from Yext’s new report, AI Search Archetypes, released today.
By the numbers. Adoption of AI tools is growing – 43% use AI tools daily, and 75% use them more today than a year ago. Also:
- 57% of consumers prefer search engines for personal, medical, or financial research.
- 10% of consumers trust the first AI result; 48% verify answers across multiple platforms.
- 68% of consumers use AI for local product or service research, but only 19% trust AI results (versus 45% for search engines).
Generational divide. Millennials lead for cross-platform searches, often turning to AI for quick clarity but relying on search engines (69%) for detailed product info. Meanwhile:
- Gen Z leans on AI for brainstorming and how-to help (48% each) and mixes in social media (45%) for ideas.
- Gen X uses AI for deeper context and summaries but sticks with traditional search (70%) for general knowledge.
- Boomers remain AI holdouts — 26% don’t use it for common tasks, and 80% rely on traditional search engines.
Why we care. Despite rapid adoption, consumers don’t blindly trust AI. Most double-check responses, meaning brands must ensure consistent, structured information across channels and platforms to stay visible and credible.
About the data. The findings are from a March–April online survey of 2,237 adults in the U.S., UK, France, and Germany who purchased online within the last three months and used voice or conversational AI to find information. The study was conducted by Researchscape International for Yext.