Google faces increased competition due to changing search habits. 45% of customers are likely to use and trust AI tools to find out more information about brands, with 51% currently using social media and 28% relying on voice assistants.
This is according to research from Yext, a digital presence platform for multi-location brands. As the search landscape changes and new platforms emerge, Yext conducts third-party research to better understand customer preferences, needs, and pain points when searching for information about products, services, and brands. I did.
According to a report from Yext, 64% of customers still start their searches on traditional search engines, highlighting the continued need for strong search engine visibility. However, customers use an average of three tools or channels when looking for information about products and services, such as “Italian restaurants near me” or “New York City hotels.” In other words, most customers are no longer just “Google it.” The majority of customers (94%) look for brand information on websites other than Google, Bing, Facebook, and Apple, with 71% of Gen Z choosing Instagram and 66% using TikTok.
The rise of AI is expanding into the traditional search space, as the survey found that 49% of respondents reported they were more likely to trust AI-generated responses on search engines, such as Google’s AI Overview. has also been shown to have an impact.
Anthony Rinaldi, senior director of insights at Yext, said, “Google impressions have declined 8% to 20% over the past two years, and marketers are seeing changes in search behavior with AI-driven summaries, chatbots, and social media searches.” We are forced to adapt.” Instagram and TikTok have become popular alternative search engines, especially for younger consumers.
“The future of search will put more scrutiny on intent than keywords and rankings, as consumers use a combination of tools and channels to discover brands and make purchasing decisions. Marketing strategies built on traditional SEO are being restructured, and many companies are unprepared to meet consumers “where they are.” As with how to search for pieces, the cost of inaction and failure on the part of marketers is enormous. ”
AI: Accurate information is the brand’s responsibility
More than half (56%) of customers are frustrated by outdated information when searching for accurate information about a brand online. As consumers increasingly trust AI-generated responses, it is important for brands to ensure the accuracy of the information consumers reveal. 57% of customers say accurate and detailed information influences their decision to trust a brand. Inaccuracy also negatively impacts customer conversion. Almost two-thirds (64%) of customers report that encountering inaccurate or missing information when researching a product or service will lead them to consider another brand.
Rinaldi said: “AI is redefining how we search, discover, and connect, disrupting decades of investment and business dependence on traditional SEO and SEM.Customers are already using personalized recommendations They are rapidly adapting and liking GenAI’s ability to customize and adapt to their situations.
“However, it is essential to ensure the accuracy of this information. It is the brand’s responsibility to ensure that the various sources that the AI tool retrieves to generate a response are correct, and the top ranked It’s no longer enough to prioritize just a few pages or keywords. Companies are leveraging AI tools to ensure that their information is displayed accurately and authoritatively, and customers can find it, wherever it appears. You need to organize your most important data.”
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