AI Search Gains Consumer Trust: 62% of Global Consumers Trust AI for Brand Discovery

A global survey of 2,237 consumers finds that 62% trust AI tools for brand discovery, signaling a major shift in how people search and decide. AI adoption grows, but search sensitivity remains, with 57% preferring traditional search engines for personal, medical, or financial topics. AI search is now everyday behavior for nearly half of consumers, and 75% report using new search tools more today than a year ago. AI ranks second for quick answers, and results don't stand alone, with 48% of users cross-checking answers across platforms.

Title: Shifting Landscape: AI's Impact on Brand Discovery and Search Behavior

A recent global survey of 2,237 consumers reveals that 62% now trust AI tools for brand discovery, signaling a significant shift in consumer behavior. The survey, conducted by Yext and Researchscape, indicates that while AI adoption is growing, traditional search engines remain preferred for personal, medical, or financial topics, with 57% of consumers favoring them. AI search has become a part of everyday life for nearly half of consumers, and 75% report using new search tools more frequently than a year ago. AI ranks second for quick answers, trailing only traditional search engines, but results are not always trusted at face value, with 48% cross-checking answers across multiple platforms.

The survey also highlights generational differences in search behavior. Gen Z is the most likely to use AI for brainstorming and how-to guidance, while millennials favor AI for quick, clear insights. Gen X balances traditional search with AI tools for deeper context, and boomers primarily rely on traditional search engines for general knowledge. The report emphasizes the importance of consistent and optimized brand information across platforms to maintain visibility and trust.

The rise of AI in search behavior underscores the need for brands to adapt their digital strategies. AI search optimization, or generative engine optimization (GEO), is becoming increasingly important. This involves making content frequently referenced and prominently featured by AI language models like ChatGPT and Google's AI Overviews. Brands must ensure their data is structured, consistent, and optimized for modern AI platforms to stay visible and relevant in the evolving digital landscape.

References
1. [Yext Report on AI Search Archetypes](https://www.businesswire.com/news/home/20250722551053/en/)
2. [Generative AI Trends to Watch in 2025](https://www.emarketer.com/content/consumers-want-ai-speed-up-discovery)
3. [AI Search Optimization Guide](https://www.semrush.com/blog/ai-search-optimization/)