More than half of consumers remain cautious about relying on artificial intelligence (AI) in search. A recent survey by Gartner Inc., a business and technology insights company, found that 53% of respondents distrust or lack confidence in the reliability and impartiality of AI-generated search results and summaries.
The Gartner survey, conducted in June and July 2025 among 377 US consumers, also showed that 41% feel AI-generated overviews make the search process more frustrating compared with traditional search methods.
“The impact of AI extends beyond improving the search experience, altering how consumers seek and interact with search platforms, and how marketers approach visibility,” said Noam Dorros, director analyst in the Gartner Marketing practice. “Digital marketing strategies must evolve to not only optimize for these AI-powered results, but also to reinforce brand trust through comprehensive and reliable information, recognizing that not all consumers embrace AI summaries equally.”
A key finding points to user preference for control. Sixty-one percent (61%) of respondents said they want an option to turn AI summaries on or off, highlighting demand for flexibility in search experiences.
The study also found that AI-powered results play a limited role in product research. While consumers see AI summaries as useful for early exploration, their perceived value declines when comparing options and drops further when making purchase decisions.
“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,” Dorros said.
He added that companies should adopt a multichannel approach to ensure discoverability. This means optimizing for both AI-powered overviews and traditional search engine optimization, while keeping content structured, authoritative, and relevant throughout the customer journey.