Straight Facts: Why Consumers Are Choosing AI For Search

I’ve written extensively about what publishers are seeing and experiencing in the brave new post-genAI world of Search, and with 75% of people using AI search tools more now than they did a year ago (according to recent Yext research), marketers should welcome any and every analysis of that search behavior.

Yext’s survey found that more than half (53%) choose AI over traditional search engines specifically for summarized, direct answers, with 42% using it for creative help and 41% for a more “in-depth, nuanced response.”

“As AI tools like ChatGPT and Google’s AI Mode go mainstream, marketers need to understand how deeply embedded they’ve become in daily discovery — and how to stay visible in these moments,” says Yext. 

Traditional search engines are still preferred over AI for product and service details (70% to 45%), business information (63% to 33%), and reviews (49% to 28%), but Yext’s insights into AI search use shows how diverse the landscape is.

(Source: Yext)

“Today’s customers don’t use just one tool to find what they need,” Yext says. “Instead, they move between AI, search engines, and social platforms based on their intent. This fragmentation means brands can’t rely on one SEO playbook. Instead, they need visibility everywhere — with consistent, structured data.”

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