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Consumer Skepticism Toward AI Search Grows
A new Gartner survey reveals that 53% of consumers distrust or lack confidence in the reliability and impartiality of AI-powered search results and summaries. The research, conducted in June and July 2025 among 377 U.S. consumers, highlights significant concerns about the emerging technology that's reshaping how people find information online.
User Frustration and Demand for Control
The study found that 41% of consumers report that generative AI overviews make the search process more frustrating than traditional search methods. This frustration is coupled with a strong demand for user autonomy—61% of consumers want the option to toggle AI summaries on or off.
'The impact of AI extends beyond improving the search experience, altering how consumers seek and interact with search platforms, and how marketers approach visibility,'
Limited Role in Purchase Decisions
While AI-powered results represent a significant evolution in search technology, their role in product research remains limited. Consumers find AI summaries most useful for initial product exploration, but their perceived usefulness declines when evaluating value options and drops further when finalizing purchases.
Marketing Implications and Recommendations
According to Gartner experts, digital marketing strategies must evolve to not only optimize for AI-powered results but also reinforce brand trust through comprehensive and reliable information. Brands should pursue a multichannel discoverability strategy and maximize visibility by optimizing for both AI-powered overviews and traditional SEO.
'As the journey toward a fully AI-redefined consumer search experience continues, brands should strengthen their reputation as trusted sources and optimize content for visibility within AI-generated summaries, while prioritizing transparency and user choice,'
The findings suggest that marketers must build topical authority by consistently publishing in-depth, accurate, well-researched content to address consumer skepticism toward AI-generated information.
