The Adoption of AI Tools is Growing Rapidly

43% of consumers now use AI tools everyday and 75% use them more now than they did a year ago. Recent reports by Yext show a shift in consumer habits due to the rapid adoption of AI search. With this in mind, let’s dive into the key findings of their reports to unpack the way AI is changing how people discover and engage with content online, and what it means for you.

Users Are Warming to AI But Remain Skeptical 

62% of consumers now trust AI search tools to influence their brand choices, which matches the level of trust placed in conventional search engines. However, 57% of people still favour traditional search when it comes to personal, medical, or financial related topics. This indicates that for YMYL (Your Money or Your Life) topics, people are less inclined to rely on AI. 

Although consumers do appear to be more trusting of AI, they’re still cautious, particularly when it comes to consequential information.

People Use AI For Quick Answers But Cross-Checking is Still Common 

29% of people turn to AI first when looking for a quick factual response. However, only 10% of people trust the first AI-generated response without further verification. 48% say they cross-reference results provided by AI across multiple sources. 

The same can be said for local search. Although 68% of users have used ChatGPT to research local businesses, only 19% trust AI results for local decisions, versus 45% trusting traditional search engines for local queries. 

This highlights the importance of brands ensuring their content is consistent and their data is accurate everywhere.

The Generational Divide 

• Gen Z typically treat AI as a creative engine, with 48% using it for brainstorming and how-to guidance and often mixing in social media for inspiration. 
• Millennials are mixing AI with traditional search, using AI for fast answers (55%) but conventional search tools for conducting deeper research (69%).  
• Gen X are primarily using traditional search, but do turn to AI for summarising information. ‍
• Boomers, unsurprisingly, are the most conservative when it comes to AI, with 26% of consumers not using it at all and 80% relying on traditional search engines.

What This Means for Brands 

AI has moved from experimental to mainstream, but there is emphasis on the importance of consistency. People are still dubious about the accuracy of AI generated results, particularly when it comes to local search and YMYL topics. 

Brands must adapt by ensuring consistent information across all platforms and tailoring their content to the clear generational preferences in order to remain visible and credible in an increasingly competitive and evolving market.

If you want expert guidance navigating the rise of AI search, don't hesitate to get in touch with us today.

‍