Consumers Are Rethinking How They Search for Products

Consumers Are Diversifying Their Search Habits

For years, most product searches began the same way: a quick Google query. Today, that’s changing. A recent U.S. survey conducted by Yext shows that 45 percent of consumers still start product research on a search engine, but 15 percent now begin with AI tools and 14 percent with review sites. Only 11 percent say they trust the first tool or result they use, meaning nearly nine in ten double-check or expand their findings elsewhere.

The findings highlight a major behavioral shift. Consumers no longer expect a single search tool to give them a definitive answer. Instead, they navigate across multiple platforms, verifying information before making a decision.

AI Has Become a Daily Search Companion

AI-driven search is now part of everyday life. Seventy-three percent of respondents said they have used AI search tools more over the past year, and 45 percent use them daily. More than half use AI for informational queries (54 percent), nearly half for creative prompts (48 percent), and 43 percent for analysis.

Traditional search engines still hold an advantage for sensitive topics such as health or finance (62 percent) and for routine decisions (60 percent).

Yext’s global version of the study found that 62 percent of consumers worldwide trust AI tools to guide brand decisions, showing that confidence in AI is growing but not yet universal.

Social Media Remains a Powerful Discovery Channel

Social platforms continue to play a significant role in the discovery process. More than half of respondents (52 percent) use social media to search for product reviews, 48 percent seek local recommendations, and 47 percent look for how-to content.

This confirms that while consumers may experiment with AI, social proof still carries weight. Reviews, peer experiences, and community validation continue to influence purchase intent.

What Consumers See in AI Search Results

Yext’s analysis of more than six million AI-generated citations across ChatGPT, Gemini, and Perplexity found that 86 percent came from brand-controlled sources such as official websites and business listings. This suggests that brands with strong, accurate, and structured online data are more likely to be represented accurately in AI results.

For brands that lack consistent or well-managed data, the risk is invisibility—or worse, misinformation propagated by unverified sources.

Six Personas, One Fragmented Journey

Yext’s research also identified six distinct “search personas” among U.S. consumers: Traditionalists, Price Shoppers, Explorers, Creators, Social Proof Seekers, and Accidental Searchers. Each group takes a different path to discovery, depending on their goals, trust levels, and preferred tools.

Mark Kabana, Yext’s Vice President of Data Innovation, summarized the shift clearly: “Search is no longer a single journey. It’s a web of platforms, formats, and expectations. Brands need to stop optimizing for keywords and start optimizing for delegation.”

Local Search and the Limits of Trust

Even as AI search tools expand, traditional engines remain preferred for local information. Sixty-eight percent of consumers have used ChatGPT to research local products or services, but only 19 percent trust AI more than traditional search for local results. Forty-five percent say they still rely primarily on traditional engines.

The complexity of local search reinforces the importance of data accuracy across every listing, from store hours to inventory availability.

The Broader Trust Problem

Outside of search itself, misinformation remains a growing concern. AI has made it easier to generate fake reviews and content at scale, a challenge the Federal Trade Commission is now addressing with new rules against deceptive online reviews.

That environment places even greater importance on verified content, trusted sources, and consistent brand representation across all digital channels.

What Retailers and Brands Should Do

1. Audit your data footprint. Identify where your brand appears online and ensure every source reflects accurate, up-to-date information.
2. Structure your data for machines. Use schema markup and standardized metadata so AI tools can interpret your content correctly.
3. Invest in authoritative content. High-quality, factual material helps build credibility with both consumers and algorithms.
4. Strengthen review management. Encourage verified customer reviews and respond transparently to feedback.
5. Design for multiple personas. Create content that appeals to different shopper mindsets—from explorers to price-sensitive shoppers.
6. Track AI visibility. Monitor how your brand appears in AI-generated responses in addition to search rankings and social metrics.

Looking Ahead

The way consumers find products is becoming less predictable and more participatory. People aren’t just typing questions into search boxes—they’re consulting AI, scrolling social feeds, comparing reviews, and looking for validation before they buy.

For retailers and brands, the challenge is no longer about ranking at the top of a search results page. It’s about being consistently accurate, trusted, and easy to find across every surface where customers might look. Visibility today isn’t a destination; it’s a discipline.

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