A recent study by Yext reveals that nearly half of all consumers use AI tools on a daily basis, which has significant implications for how businesses should organize their digital presence.
Strong growth in AI usage among consumers
The research shows that 43% of consumers now use AI tools daily, while 75% indicate they use these tools more often than a year ago. Notably, 62% of consumers trust AI when making brand decisions, which is comparable to the trust placed in traditional search engines during critical decision-making moments.
However, trust varies by topic. For personal, medical, or financial research, 57% of consumers still rely on search engines. Only 10% trust the first AI result directly, while 48% verify answers across multiple platforms. Local research presents an interesting exception: although 68% of consumers use AI for local product or service information, only 19% trust the results (compared to 45% for search engines).
Generational differences determine AI usage
Millennials lead the list with cross-platform searches. They use AI for quick clarity but still rely on search engines (69%) for detailed product information. Generation Z primarily uses AI for brainstorming and instructions (both 48%) and combines this with social media (45%) for inspiration.
Generation X uses AI for context and summaries but sticks to traditional search engines (70%) for general knowledge. Baby boomers remain hesitant: 26% do not use AI for everyday tasks, and 80% rely on traditional search engines.
Business Impact and Strategic Considerations
These developments have direct implications for businesses. Although the use of AI is growing, consumers do not blindly trust AI results. Most users verify answers through various sources, which means that companies must ensure consistent, structured information across all channels and platforms.
Recommendations for companies
Organizations need to adjust their digital strategy by implementing structured data that is accessible to both AI tools and search engines. Maintaining accurate, up-to-date business information across various platforms is becoming increasingly important for visibility and credibility.
The research was conducted by Researchscape International among 2,237 adults in the US, UK, France, and Germany who recently made online purchases.