The research, which surveyed 3,000 consumers in the United States and the United Kingdom, indicates that artificial intelligence is increasingly integrated into search habits, though it does not command full trust. The report highlights that AI is primarily used at the beginning of the search process, with 77% of respondents expecting to increase their use of AI-based search tools.
Consumers view these tools as a rapid starting point for exploration, research, or planning. In the travel sector, for instance, 61% of users employ AI at the start of the booking process. Speed is a key driver, with 47% of consumers using AI to obtain quick answers, while 30% use it to simplify information or complete tasks.
However, when decisions carry significant economic or personal weight, users seek external validation. The study notes that 87% of consumers do not fully trust AI. They verify responses using sources they consider more reliable, including specialized platforms, customer reviews, and premium media outlets.
The data also distinguishes the roles of AI and open internet in the consumer journey. Users are 1.2 times more likely to use AI for initial research or option classification. Conversely, the open internet is 1.6 times more likely to be cited as the environment that provides confidence for decision-making and completing purchases.
Trust in human-created content remains significant, with 73% of consumers stating they trust content produced by human journalists more. This preference is noted in a context marked by rising disinformation and low-quality automated content, often referred to as ‘AI slop,’ particularly on social media platforms.