Google faces increasing competition from changing search habits, as 45% of customers are likely to use and trust an AI tool to find more information about a brand, 51% use now social media and 28% are turning to voice assistants.
This is according to a study by Yext, a digital presence platform for multi-location brands. As the search landscape evolves and new platforms rise, Yext conducted independent research to better understand customers’ preferences, needs, and pain points when searching for products, services, and brand information.
Yext’s report shows that 64% of customers still begin their search journey on a traditional search engine, highlighting the continued need for strong search engine visibility. However, customers use an average of three tools or channels when searching for information about products or services such as “Italian restaurant near me” or “Hotel in New York” – meaning most just no more “looking for information on Google”. The vast majority (94%) of customers search for brand information on websites other than Google, Bing, Facebook and Apple, and among Gen Z, 71% choose Instagram and 66% go to TikTok.
The study shows that the rise of AI is also influencing the traditional search space, as 49% of respondents said they would be likely to trust an AI-generated answer on a search engine , like Google’s AI previews.
Anthony Rinaldi, senior director of analytics at Yext, said: “Google impressions have fallen 8-20% over the past two years, putting pressure on marketers to adapt to changing customer behaviors. search with AI-powered insights, chatbots, and social media searches. Instagram and TikTok have become favored alternative search engines, particularly among younger consumers.
“As consumers use a combination of different tools and channels to discover brands and make purchasing decisions, the future of search will look at intent rather than keywords and rankings. These changes are reshaping marketing strategies based on Google algorithms and traditional SEO, and many are unprepared to meet consumers “where they are.” As the way we search becomes more fragmented, the cost of inaction or missteps on the part of marketers is high.
AI: the accuracy of information is the responsibility of brands
More than half of customers (56%) are frustrated by outdated information when searching for accurate brand information online. As consumers’ trust in AI-generated answers increases, it’s critical for brands to ensure the information they discover is accurate; 57% of customers say that accurate and detailed information influences their decision to trust a brand. Inaccuracies also negatively impact customer conversions: nearly two-thirds (64%) of customers say encountering incorrect or missing information when researching a product or service would lead them to consider other brands.
Rinaldi said: “AI is redefining how we search, discover and connect, disrupting decades of investment and business reliance on traditional SEO and SEM. Already, customers are quickly adapting and preferring GenAI’s ability to personalize and contextualize recommendations based on the individual.
“However, it is essential to ensure the accuracy of this information. It is the responsibility of brands to ensure that the various sources that AI tools draw on to generate answers are correct, and it is no longer enough to prioritize a few pages and keywords that perform best. classified. Businesses need to work with AI tools and organize their most important data in a way that ensures it appears accurately and authoritatively wherever their information appears and their customers find it.
Want to hear top global brands discuss topics like this in person? Learn more about Global Digital Marketing Forum (#DMWF) Europe, London, North America and Singapore.