Consumers Don't Trust the First Result - AI Use in Search Is Exponential

What?
New research shows that only 11% of consumers trust the first search result, while a staggering 73% report increased use of artificial intelligence tools in the last year. This trend is changing the way users access information and brands.

Why?
A growing distrust of search results is driving consumers to seek alternative sources of knowledge, such as generative AI, social recommendations, and opinion comparison sites. For companies, this means building visibility across multiple and diverse communication channels.

Who's it for?
For online store owners, marketing managers, SEO specialists, and content creators who want to maintain their position in the dynamically changing digital world.

Background:
Traditional searches on Google or Bing are no longer the only way to find information. According to recent research, only 45% of consumers start their product search with a traditional search engine. Another 15% choose AI-based tools, and 14% choose review sites. Furthermore, 73% of respondents admit to using AI tools more often than a year ago, and 45% use them daily. Trust in initial results is declining, and consumers are increasingly comparing information from multiple sources before making a decision.

How consumer behavior is changing in the digital world

Users are no longer blindly trusting search engines – today, 89% of them no longer rely solely on the first result. They are increasingly starting their purchasing process in various places: with AI tools, on social media platforms, or on dedicated review sites. Over half of consumers (54%) use AI for research, 48% for idea generation, and 43% for product and content analysis. It's clear that AI is no longer a curiosity but is becoming an integral part of the everyday purchasing process.

The role of trust and new sources of information

Despite the growing power of AI, consumers still rely on traditional search engines for certainty – 62% use them for confidential matters and 60% for everyday purchasing decisions. At the same time, 52% of users use social media to find reviews, 48% for local recommendations, and 47% for advice and inspiration. This demonstrates that decision-making is spread across multiple channels – and brands need to be present in all of them, or at least in the most important ones, and at least a few…

What does this mean for companies and online stores?

The shift in search engine traffic means a revolution in online visibility strategies. Google SEO alone isn't enough—presence in contexts where consumers ask questions is crucial. But ADS alone isn't enough either. The digital world therefore requires a new approach to SEO and content marketing. Content must not only be optimized for search engines but also be readable by AI tools that respond directly to users. This means investing in structured data, credible sources, and expanding presence in spaces like ChatGPT, Gemini, and Copilot.

How companies can adapt to change

• Ensure visibility in AI responses – analyze how AI presents your brand and products.
• Build trust through data – use authoritative sources, customer reviews, and up-to-date information in your content.
• Create machine-readable content – ​​add data structures and rich snippets to make your information interpretable by AI.
• Diversify your presence – develop a strategy in social media, marketplaces and alternative search engines.
• Monitor user behavior – regularly check how consumers encounter your content and adjust your communication channels.

Will AI change the future of search?

Everything points to the opposite. Artificial intelligence is becoming not only a supporting tool but also an information filter that determines what users see first. Consequently, traditional SEO is transforming into a new concept – optimization for a generative digital world. Companies that quickly understand this change and adapt their strategies will gain a competitive advantage. Those that stick with old methods may soon disappear from their customers' sights.