"Gartner's findings indicate that as much as AI-powered results - and in particular the summaries that are now appearing at the top of results pages - have changed the search landscape, their influence on product research is relatively limited. While a majority of consumers who use search engines for product research use AI-backed results to some extent, only 10% use those results exclusively. Meanwhile, 42% use a combination of AI overviews and traditional results."
"and an even greater percentage wish they could turn them off, according to research from Gartner. According to a survey of 377 consumers, 53% said they do not have confidence in the results of AI-informed searches, and 41% said they felt the generative AI overviews provided by traditional search engines are more frustrating than traditional search methods. Moreover, 61% of respondents said they wished there were an option to toggle the AI summaries off."
A survey of 377 consumers found that 53% do not have confidence in AI-informed search results, 41% find generative AI overviews more frustrating than traditional search methods, and 61% want an option to toggle AI summaries off. Fifty-one percent report AI is impacting how they search for products and services, with over a third relying on AI summaries to answer traditional searches. Only 10% use AI-backed results exclusively, while 42% combine AI overviews with traditional results. AI overview summaries are most useful for top-of-funnel discovery and lose value as consumers move deeper into research and comparison.
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