Searching on Google increasingly yields sponsored or less relevant results, leading to user frustration. Reliable information is harder to find, prompting many people to switch to AI chatbots and smaller online communities.
AI and niche communities are becoming more important.
Research from Vox Media and The Verge shows that younger generations are increasingly using AI tools instead of Google. More than half of the respondents indicate that they obtain information from their immediate network rather than search engines. Social platforms like TikTok, Instagram, and niche communities are growing as sources of information, leading to a decline in the use of traditional search engines.
Trust in large platforms is declining.
According to 66% of respondents, the quality of search results is declining, while 60% perceive social media negatively due to the abundance of advertisements. This contributes to the shift towards other digital environments such as social media platforms and AI chatbots.
The impact on businesses and marketers
Companies and marketers must adapt to the changing ways in which consumers seek information. SEO and traditional social media are no longer sufficient to maintain online visibility. People prefer more reliable and personalized online experiences, prompting brands to increasingly focus on smaller, targeted communities and AI-driven platforms. Consider a platform like Reddit, where various communities are formed around specific topics.
The future of digital interaction
Digital interaction is increasingly shifting towards smaller, trust-based communities. AI plays a significant role in this, but not without resistance. Nearly half of consumers indicate that they would prefer to be part of a community without AI-generated content. Companies that focus on genuine interaction and human connections can establish a strong position here.