A Gartner, Inc. survey found that 53% of consumers doubt the reliability and neutrality of AI-powered search and summaries. This skepticism translates into frustration, with 41% saying that generative AI overviews actually make searching more difficult compared to traditional methods. The survey included 377 consumers.
41% of consumers reported that generative AI overviews offered by search engines are more frustrating than using traditional search methods. Additionally, 61% expressed a desire for an option to disable these AI-generated summaries. Still, 51% acknowledged that AI is influencing the way they search for products and services, with over one-third relying on AI summaries to answer conventional search queries.
“The impact of AI extends beyond improving the search experience, altering how consumers seek and interact with search platforms, and how marketers approach visibility,” said Noam Dorros, Director Analyst in the Gartner Marketing practice. “Digital marketing strategies must evolve to not only optimize for these AI-powered results, but also to reinforce brand trust through comprehensive and reliable information, recognizing that not all consumers embrace AI summaries equally.”
According to Gartner, consumers turn to search engines for various purposes; 70% use them to research new products and services, 62% to compare options, and 44% to gather ideas or inspiration for purchases. AI-generated overview summaries are seen as most valuable during the top-of-funnel discovery stage, whether or not a specific brand is already in mind. However, their perceived usefulness declines as consumers progress further down the purchase funnel.
“As the journey toward a fully AI-redefined consumer search experience continues, brands should strengthen their reputation as trusted sources and optimize content for visibility within AI-generated summaries, while prioritizing transparency and user choice,” advised Dorros. “To do this, brands should pursue a multichannel discoverability strategy and maximize visibility by optimizing for both AI-powered overviews and traditional SEO, ensuring their content is structured, authoritative, and relevant at every stage of the search journey.”
