A recent study by Yext highlights a shift in search habits, as consumers increasingly turn to alternative channels beyond traditional search engines. The research shows that 45% of customers are likely to trust AI tools for brand information, 51% rely on social media, and 28% use voice assistants.
Despite this, traditional search engines remain significant, with 64% of users starting their journey there. However, most users employ an average of three channels to research products or services, moving beyond simple searches like “Italian restaurant near me” or “hotel in New York City.” Interestingly, 94% seek information on platforms outside of Google, Bing, Facebook, and Apple, with Gen Z favoring Instagram (71%) and TikTok (66%).
As AI gains traction, 49% of customers report a growing trust in AI-generated responses, even within traditional search engines. According to Yext’s senior director of insights, Anthony Rinaldi, the decline in Google impressions by 8-20% over the past two years is pushing marketers to rethink their strategies. Social platforms like Instagram and TikTok are now popular for brand discovery, especially among younger users.
The Role of Accuracy in AI-driven Searches
Yext’s findings underscore that 56% of users experience frustration with outdated brand information online. Accurate data is crucial, as 57% say that detailed information impacts their trust in a brand, and 64% may consider alternatives if they encounter inaccuracies.
As AI shapes search behavior, it’s vital for brands to maintain correct and reliable information. Rinaldi emphasizes that brands must ensure their data is comprehensive and accessible to AI systems, prioritizing accuracy over keyword rankings to meet evolving customer expectations.
