Yext Report Confirms AI Search Is Reshaping Brand Discovery

AI tools are no longer experimental — they’re mainstream. According to Yext’s new 2025 AI Search Archetypes report, 62% of consumers globally now trust AI tools to guide their brand decisions, signaling a major behavioral shift in how people search, compare, and commit to brands.

The study, conducted in partnership with Researchscape, surveyed over 2,200 consumers across the U.S., U.K., France, and Germany who had recently used conversational or voice-based AI tools. The results paint a clear picture: AI is reshaping the digital journey from discovery to decision — and brands must adapt quickly or risk becoming invisible.

Trust in AI Surges, But Habits Are Still Hybrid

Yext’s findings show that AI is now on par with traditional search when it comes to brand discovery. But consumers are still making calculated choices depending on topic. While 62% trust AI for discovering new brands, 57% prefer traditional search engines when it comes to sensitive topics like health, finance, or personal matters.

That nuanced behavior is backed up by Adobe’s 2024 survey, where 77% of U.S. users reported using ChatGPT like a search engine, and 36% said they’ve discovered new products or brands through it. Among Gen Z, that number jumps to 47%, reinforcing Yext’s insight that younger consumers are leading the charge when it comes to AI-powered ideation and discovery.

AI Use Is Now a Daily Habit

Another key finding from Yext: 43% of consumers use AI search tools like ChatGPT or Gemini daily or more. The convenience, speed, and personalization of these tools are driving routine use.

Adobe’s study closely aligns here: 24% of users now go to ChatGPT first when they have a question — particularly younger users who see AI as an idea engine rather than just a fact-checker.

Cross-Checking Is the Norm: Brand Consistency Is Non-Negotiable

Despite growing trust in AI tools, Yext’s report highlights that only 10% of consumers trust the first AI-generated result. A full 48% say they always cross-check answers across multiple platforms. That means brands must ensure their information is consistent everywhere — not just on their website or store listing, but across AI responses, traditional search, social, and local platforms.

Adobe’s data reinforces this: consumers appreciate the speed and clarity of AI answers, but they still verify those answers with traditional web links and content — especially when a purchase or service decision is at stake.

When asked what surprised him most, Mark Kabana, VP of Data Innovation at Yext told Street Fight,  “…what surprised me most is how many people still cross-check AI answers before making a decision. It shows that trust in AI is growing, but still provisional. Consumers want fast answers, but they also want confidence in the source. For brands, that means your data cannot just be available, it needs to be clear, consistent, and reputation-positive across every surface. AI is no longer just answering questions. It is interpreting, comparing, and deciding what to show. That makes trust the new currency of visibility.”

The Local Search Gap: An Opportunity for Retailers

Yext’s report identifies a particularly compelling insight for multi-location brands: 68% of consumers have used ChatGPT to research local products or services, yet only 19% trust AI Search over traditional search engines for local decisions.

This signals a dual opportunity:

• First, to improve trust by ensuring local business data is complete, consistent, and AI-friendly.
• Second, to optimize content so AI platforms pull from credible, accurate sources when generating local answers.

Generational Patterns: Gen Z to Boomers

Yext breaks down how different generations use AI:

• Gen Z uses AI for brainstorming, how-to guidance, and content generation — treating it like a personal assistant.
• Millennials lead in using AI for quick insights and regularly cross-reference information across AI, social, and traditional channels.
• Gen X still leans on traditional search for general knowledge but uses AI for deeper understanding and content summaries.
• Boomers, by contrast, remain more skeptical, with 26% saying they don’t use AI tools at all.

These trends mirror Adobe’s generational breakdown, further validating the idea that brands must adopt a multi-format, multi-platform content strategy to meet people where they are — and how they search.

Strategic Takeaway: Structure, Visibility, and Trust Are the New Imperatives

Kabana believes that the data shows that AI search tools are no longer experimental. Further stating, “consumers are using these tools to make real decisions. If your data isn’t structured, consistent, and optimized for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience.”

Yext’s report makes it clear: the rules of search are changing. AI platforms — from ChatGPT to Gemini — are now critical gateways for brand discovery. But success isn’t just about showing up. It’s about showing up consistently, accurately, and helpfully.

For brands and agencies, that means:

• Structuring your data to work with AI tools
• Creating content that supports AI summaries and voice responses
• Monitoring AI visibility as a new performance metric
• Ensuring consistency across all digital touchpoints, especially local

As both Yext and Adobe’s findings confirm, AI search has firmly entered the marketing mainstream. And how well a brand performs in this new environment could define its future visibility, relevance, and growth.