Gartner’s latest consumer data puts a damper on generative AI’s hype in search. According to a survey of 377 consumers, 61% said they’d prefer the ability to switch off AI-generated summaries in their search results. Skepticism runs deep—53% don’t trust AI’s ability to provide accurate or unbiased information, and 41% say they find AI-generated overviews more annoying than helpful. Even as these tools grow more prominent, they’re clearly not winning popularity contests.
That said, more than half of respondents acknowledge AI is influencing how they search for products and services, and about a third actually rely on the summaries that AI provides. But here’s the kicker: only 10% exclusively use AI-generated results. A larger chunk—42%—are cobbling together a mix of AI and traditional search approaches.
The report points to where AI shines—at the top of the funnel. Think inspiration and exploration stages, when users are just dipping their toes in the product research pool. But as shoppers move closer to a decision, AI’s role fades fast. For marketers, Gartner suggests balancing old and new: optimize for SEO as usual, but also structure content so it’s AI-digestible. Format matters—FAQs and lists still rule, especially in the AI age.
Full story at Marketing Dive.
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One response to “AI Fatigue: Insights from Consumer Preferences in Search”
[…] Marketers would do well to pay close attention to shifting consumer search behavior: 87% of U.S. adults now read AI-generated summaries when they search online, and more than 8 in 10 are using AI as part of their shopping decisions. These stats come from the latest Centerfield Gen-AI Consumer Survey, which paints a pretty clear picture—people are using AI tools, but do they trust and prefer them? […]