As reported by Marketing Dive, new research from Gartner shows significant caution among consumers when it comes to AI-assisted search results. According to the survey, a majority are uncertain about the impartiality and accuracy of AI summaries and wish they could switch them off.
Widespread Distrust Toward AI Summaries
Gartner surveyed 377 consumers and discovered that 53 percent do not trust the reliability of AI-informed search results. Additionally, 41 percent find the generative AI overviews offered by search engines more frustrating than traditional search methods. Notably, 61 percent of respondents said they would like an option to disable AI summaries completely.
AI Is Changing Search Habits, But Adoption Varies
Despite the skepticism, 51 percent of surveyed users acknowledge that AI is influencing how they search for products and services. More than one third rely on AI summaries for information, but this usage is not uniform: only 10 percent depend entirely on AI-generated results, while 42 percent combine them with traditional search output.
Role of AI in the Purchase Journey
Gartner’s report also reveals that AI summaries are most useful during the early stages of the search journey. Specifically, users lean on these summaries when they are exploring products or services (70 percent), comparing options (62 percent), or seeking ideas and inspiration (44 percent). Their usefulness declines as the decision-making process nears its end.
What Marketers Should Do
Gartner recommends that brands adapt by optimizing for both traditional search engine optimization (SEO) and emerging formats such as Answer Engine Optimization (AEO). To succeed, marketers should publish content that is both authoritative and structured, including long-form guides, FAQs, and list-style resources that AI systems can easily extract and reference.
