Yext Inc Report: AI Search Behavior and Its Impact on Consumer Decision-Making

Yext Inc. has released a report on AI search behavior, finding that 62% of consumers trust AI for brand decisions, and 43% use AI search tools daily. However, 57% of consumers still prefer traditional search engines for sensitive topics, and only 10% trust the first AI-generated result. The report suggests a growing importance of AI in consumer decision-making processes, potentially driving demand for Yext's brand visibility solutions.

Yext Inc. has released a comprehensive report on AI search behavior, revealing significant shifts in consumer trust and adoption. The study, titled "The Rise of AI Search Archetypes," found that 62% of global consumers now trust AI tools for brand discovery, aligning with traditional search engines during key decision moments [1].

The report, conducted by Researchscape, surveyed 2,237 consumers across the U.S., U.K., France, and Germany who used conversational or voice AI to find information online. Key findings include:

- Growing Trust in AI: 62% of consumers trust AI to guide their brand decisions, highlighting a significant increase in trust over traditional search methods.
- AI Adoption: 43% of consumers use AI search tools like ChatGPT or Gemini daily or more, reflecting the growing integration of AI into routine online behavior.
- Sensitivity to Traditional Search: While AI adoption is growing, 57% of consumers still prefer traditional search engines when researching personal, medical, or financial topics.
- Search Habits: 75% of respondents report using new search tools more today than they did a year ago, indicating a rapid evolution in search habits.
- AI for Quick Answers: AI ranks second for quick answers, with 29% turning to AI first when they need fast, factual responses, trailing traditional search at 53% but far ahead of social media (9%).
- Cross-Verification: Only 10% of users trust the first AI-generated result, with nearly half (48%) cross-checking answers across platforms, emphasizing the need for consistent brand information.
- Local Search: 68% of consumers have used AI platforms like ChatGPT to research local products or services, but only 19% trust AI search tools compared to traditional search engine results (45%) for local searches.

The report also highlights generational differences in search behavior:

- Gen Z: Most likely to use AI for brainstorming and how-to guidance, and frequently use social media and search engines to spark ideas.
- Millennials: Lead in cross-platform searches, favoring AI for quick insights over traditional search.
- Gen X: Balances trust in traditional search but uses AI tools for deeper context and content summaries.
- Boomers: Rely on traditional search engines for general knowledge and navigation, with 26% not using AI tools at all for common tasks.

Mark Kabana, VP of Data Innovation at Yext, stated, "AI search tools are no longer experimental. They’ve earned trust by consumers across a wide range of use cases, especially brand discovery, where accuracy and clarity matter. If your data isn’t structured, consistent, and optimized for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience."

The report underscores the growing importance of AI in consumer decision-making processes, potentially driving demand for Yext's brand visibility solutions. As AI becomes more integrated into everyday search behavior, brands must ensure their data is optimized for modern platforms to maintain visibility and trust.

References:
[1] https://www.yext.com/about/news-media/ai-archetypes-study-2025
[2] https://www.investing.com/news/company-news/reka-ai-raises-110-million-valuation-tops-1-billion-93CH-4145714
[3] https://www.businesswire.com/news/home/20250722551053/en/Yext-Report-AI-Search-Gains-Consumer-Trust