AI-powered search influences consumer research but does not replace traditional search
We’re in the middle of a major shift in how people access and interpret information. AI-powered search results, specifically the summarized answers you now see at the top of many search pages, are a clear improvement in speed and convenience. But if you’re thinking consumers are ready to ditch traditional search entirely, the data says otherwise.
Gartner’s recent report shows that only 10% of consumers use AI-generated results exclusively when researching products. That’s a small number considering the hype. Meanwhile, 42% of people use a mix of AI and traditional results. So most consumers are hedging their bets. They don’t fully trust or depend on AI yet. They want the concise answer, but they’ll still check the source, the details, the old-fashioned way.
For leaders shaping digital strategies, this matters. AI search integration isn’t optional anymore, it’s a competitive layer. But going all-in on AI at the cost of traditional SEO would be shortsighted. People still want depth, breadth, and choice. You also need to understand that consumer comfort with AI doesn’t mature overnight. It evolves.
This presents a twofold challenge: first, make sure your content is showing up in these AI summaries. Second, don’t abandon the infrastructure of traditional search content. The brands that win are already optimizing for both. They’re everywhere the customer decides to look, on whatever terms they choose to trust.
Consumers primarily use AI overviews during the early discovery phase
AI-generated summaries don’t drive final decisions. But they are showing strong traction at the beginning of the buyer journey. Consumers are turning to search engines not just when they know what they want, they’re also using them to explore, compare, and get ideas. In that context, AI plays a clear role. Gartner’s data underlines this: 70% of users are researching new products and services, 62% are comparing options, and 44% are using search to look for inspiration.
At this early phase, AI-powered search overviews provide fast, digestible context. Useful, but not definitive. Consumers use them to get oriented. Then they dig deeper. As they move closer to making a purchase, the need for specifics and verification grows. That’s the point where summarized AI answers lose influence and traditional, detailed content takes over.
For C-suite leaders, here’s the important part: AI is becoming the discovery engine. It sits at the entry point of most digital buying journeys. That changes how your content needs to function. You now have to win attention at the start, before a user even clicks. This means your content has to be designed not just for human audiences, but for AI systems parsing the web for relevant summaries.
Across industries, companies that understand this top-of-funnel behavior are securing early mindshare. They’re visible where interest is first sparked. That early visibility has real downstream impact, on perception, consideration, and eventually, conversion. If your team isn’t building for that front-end entry point, you’re already behind.
Marketers should optimize for both traditional SEO and AI-led answer engine optimization (AEO)
Search has changed, but not in a way that eliminates past strategies. Today, visibility is split between two systems: traditional SEO and AI-driven answer engines. Gartner recommends optimizing for both, and they’re right. Brands that want to compete need content that performs in both environments. That’s how they secure presence across the full spectrum of consumer search behavior.
AI-led engines prioritize clarity, structure, and credibility. They don’t index in the same way traditional search engines do. Instead, they extract direct answers. That means surface-level content isn’t enough. You need content that delivers immediate value, is demonstrably trustworthy, and is easily parsed by algorithms. FAQs, clearly formatted lists, and in-depth explanations have become strategic assets.
At the same time, standard SEO practices haven’t gone away. Human users still rely on detailed articles, comparison guides, and long-form explainers, especially when they want to validate or compare decisions further down the funnel. So while AI brings speed, traditional search brings depth. Together they define the full user path from interest to action.
For leadership, the takeaway is direct: content is now dual-purpose. It has to serve people and machines at the same time. Structure matters. Language precision matters. Format matters. If you’re creating content in silos or without intentional architecture, you’re leaving reach and influence on the table.
Gartner is clear about this. Structured, well-researched content aligned to both SEO and AEO principles is now foundational to competitive digital presence. Teams that adapt to these standards early will dominate AI-driven visibility, while still converting through traditional channels. This doesn’t require more content. It requires smarter content.
Key takeaways for decision-makers
- AI search adoption remains cautious: Most consumers aren’t fully bought into AI search. Only 10% use AI-generated results exclusively, while 42% combine AI with traditional search. Leaders should continue investing in traditional SEO while experimenting with AI integrations.
- AI shines early in the buyer journey: AI-powered summaries help consumers explore and gather ideas but lose influence further down the purchase funnel. Executives should focus AI-driven content on discovery moments, not on conversion stages.
- Dual optimization is now essential: Brands optimizing for both AI-led Answer Engine Optimization (AEO) and traditional SEO will capture more visibility across consumer search behaviors. Leaders should prioritize structured, high-quality content that supports both formats.
