Artificial intelligence is reshaping the way people search for products and services — but not without controversy. According to new research from Gartner, more than half of consumers distrust or lack confidence in AI-powered search and summary results, while 61% say they wish they could turn off AI summaries altogether.
The survey, which polled 377 consumers, revealed that:
- 53% do not trust AI-informed search results.
- 41% find generative AI overviews more frustrating than traditional search methods.
- 61% want the ability to toggle AI summaries off.
Despite these frustrations, 51% of consumers admit AI is already influencing how they search, with over one-third relying on AI summaries to some degree when researching products and services.
Limited Influence on Purchasing Decisions
While AI-driven summaries have changed the search experience, Gartner notes their actual influence on product research remains relatively limited. Only 10% of consumers use AI-backed results exclusively, while a larger share (42%) rely on a mix of AI overviews and traditional search listings.
The study highlights that consumers approach search engines with different goals:
- 70% research new products and services.
- 62% compare products.
- 44% look for inspiration or new ideas.
AI summaries appear to be most useful at the top of the funnel, when consumers are still in the discovery phase. However, their value diminishes further along the decision-making journey.
Implications for Marketers
For brands and marketers, Gartner stresses the need to optimize for both SEO and AEO (Answer Engine Optimization). The recommendation:
- Publish in-depth, well-researched content.
- Use formats such as FAQs and lists, which are easily captured by both traditional search engines and AI-powered summaries.
“AI-powered results remain a pivotal evolution in the search landscape, but it is critical to understand their specific role in the consumer journey,” the report concludes.
