July 22, 2025
Is Google Losing Its Grip on How Consumers Discover Brands?
Consumers are choosing other ways to discover brands than using Google. They’re using AI or social media for all types of search – be it information, entertainment or hunting for new brands.
A new report from Yext reveals 62% of global consumers say they trust AI tools like ChatGPT and Gemini to help them find and choose brands, putting AI almost on par with traditional search engines during key decision-making moments.
The 2025 AI Search Archetypes report, based on a survey of over 2,200 people across the U.S., U.K., France, and Germany, shows that conversational and voice AI are no longer niche but a central part of everyday consumer behaviour.
AI Goes Mainstream But Not Without Caveats
Almost 50% of respondents use AI search tools daily, while 75% say they’ve increased their use of new search platforms over the past year. Yet even as AI gains traction, trust isn’t automatic. Only 10% of consumers rely on the first AI-generated result, and 48% say they double-check responses across multiple platforms. The implication for brands is that consistency across channels matters more than ever.
While AI ranks second only to traditional search engines for quick, factual answers (29% vs 53%), consumers remain cautious when stakes are high: 57% stick with conventional engines when researching sensitive topics like health or finances.
AI is also creeping into local search as 68% have used ChatGPT to explore nearby products or services. Still, when it comes to trusting results, traditional search engines hold a firm lead for now since 45% trust them for local discovery versus just 19% for AI platforms.
Generational Divide in How We Search
The study also breaks down search habits by age group, revealing distinct generational preferences. Gen Z treats AI as a creativity tool, using it to brainstorm ideas and learn how to do things. Millennials are the most platform-fluid, bouncing between AI, social media, and search engines for everything from quick facts to in-depth research.
Meanwhile, Gen X prefers search engines for general knowledge but increasingly leans on AI for context and summaries.
Finally, Boomers remain loyal to search engines for general info (80%), and over a quarter say they don’t use AI tools at all.
Mark Kabana, VP of Data Innovation at Yext, said: “AI search tools are no longer experimental. They’ve earned trust by consumers across a wide range of use cases, especially brand discovery, where accuracy and clarity matter. Consumers are using these tools to make real decisions. If your data isn’t structured, consistent, and optimised for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience.”
