AI-powered search is becoming a bigger part of how consumers discover products and brands.
According to a new study from Fractl, seven in ten consumers say their use of AI search tools increased over the past year, while only 4% say they've never used AI search at all.
At the same time, confidence in those tools appears to be declining. Just 54% of consumers say AI search is more helpful than traditional search, down from 82% a year ago.
Trust is becoming a challenge as well. Forty percent of consumers say heavy AI use by a favorite brand would decrease their trust. Roughly nine in ten respondents also want AI-generated text, images, video, and audio clearly labeled.
When it comes to product recommendations, Google remains the most trusted source, with Reddit narrowly edging out AI tools for second place.
Hear the full story with Paul and Kyle here.
What We See
Consumers aren't rejecting AI.
They're becoming more sophisticated about how they use it.
AI search is increasingly becoming part of the discovery process. Whether shoppers realize it or not, AI-generated answers are showing up throughout Google, Gemini, ChatGPT, and other platforms. That trend isn't slowing down.
But adoption and trust are not the same thing.
Consumers are getting better at identifying content that feels generic, automated, or disconnected from real people. The novelty of AI-generated content is wearing off, and authenticity is becoming more valuable, not less.
We believe the strongest brands over the next few years will be the ones that use AI to improve efficiency while doubling down on human connection. Technology can help create content faster, but it can't replace genuine expertise, real experiences, or authentic relationships.
Those are still the things people trust.
Why It Matters to Dealers
AI is becoming a permanent part of how consumers find dealerships, so visibility in AI-driven search will only become more important.
At the same time, dealerships should resist the temptation to automate their entire brand voice. Consumers may discover you through AI, but they're still looking for people they can trust when it's time to buy.
