Search behavior is shifting from reliance on a single search engine to a multi-channel discovery process

We used to think of Google as the default for search. That’s changing, fast. While 64% of people still begin their search on a traditional engine, they’re not stopping there. Most users now combine an average of three different tools when researching what to buy, where to eat, or who to trust. The journey doesn’t start and end in one place anymore.

People use Instagram, TikTok, voice assistants, and specialized AI tools to find real answers, not just links. Gen Z, especially, is turning to social platforms: 71% of them use Instagram, 66% go to TikTok. These platforms don’t just show them ads, they show them what their peers are talking about, what seems credible, and what’s current. That’s what influences decisions today.

This change isn’t just about where people search, it’s about how they evaluate truth. They shift between channels to find consistent signals. When brand information on these platforms is messy or inconsistent, it affects trust.

For leaders, this means one thing: don’t depend on a single channel. If you want to stay relevant, your presence has to match how customers behave. That means investing not only in traditional SEO but also in updating your presence across the ecosystems where buying decisions are now made. You can’t afford to be invisible or incoherent in these expanding touchpoints. Your team should think in terms of multi-platform visibility, managed carefully and regularly. Don’t chase search rankings, meet your customers where they already are.

The growing trust in AI tools is reshaping how consumers research brands

AI is moving fast, and people are moving with it. Nearly half of consumers now say they trust AI-generated responses in search engines. Another 45% say they’d use standalone AI tools to find information about brands. That trust shift isn’t theoretical. It’s already reshaping how product decisions are made and what content people believe.

Consumers don’t just want generic results. They want accuracy that’s tailored to them. AI delivers faster, personalized answers, and users like that. Unlike static search pages, AI tools interpret queries with context and nuance. They distill complex information instantly. Now, people rely on that speed and precision to evaluate brands.

If your data is weak or inconsistent, AI will pick that up, and present it. Or worse, it could ignore your brand altogether if your presence isn’t structured and verifiable. As AI becomes more embedded in how users find and compare products, your brand’s accuracy across all digital endpoints has immediate consequences.

For C-suite leadership, this shift isn’t just about tech adoption. It’s about information governance. You need to take control of your brand data end-to-end, across websites, product feeds, social metadata, and structured business listings. AI tools aggregate from everywhere. You can’t game them. They’ll surface what they trust, not what you want to promote. That means brand leaders must think operationally about data integrity across the entire content supply chain.

At this stage, AI no longer represents an optional upgrade in marketing. It’s now a critical interface. If your information is missing or wrong, consumers act on that. Worse, they may never even see your name. So, your AI visibility is your real-world visibility, full stop.

Accurate and up-to-date brand information is essential for maintaining customer trust and driving conversions

Accuracy is a basic expectation now. More than half of customers say they’re frustrated when they encounter outdated or incorrect brand information. That frustration isn’t harmless, it directly shapes trust. In fact, 57% of people say the accuracy of information impacts whether they trust a brand. Even more, 64%—say they would consider a competing brand if they saw incorrect or missing product details.

The rise of AI puts this on a bigger stage. As AI tools pull data from a wide range of sources, inconsistencies and errors don’t just sit on a page, they’re repeated, multiplied, and exposed. Consumers rely on what AI gives them. If the content is wrong, your brand credibility takes the hit. And it happens whether or not the error began with your team.

For executives, this is no longer something that can be delegated down to a content editor or outsourced vendor. Maintaining accurate brand information is now core to customer acquisition and retention. It ties directly to revenue. Every channel where your data appears, your website, directories, third-party listings, feeds to AI systems, needs to reflect a single, verified source of truth. Without it, every other part of your funnel weakens.

This is now operational. It requires structured data systems, internal accountability, and routine verification across digital channels. If your business spans multiple locations or products, the complexity increases, but so does the risk of inaction. Customers won’t chase down the truth. If there’s a gap, they assume it reflects your brand. Then they move on.

The world won’t slow down for you to fix wrong information later. If your business data isn’t current, synced, and trustworthy, you lose visibility, lose conversions, and lose trust, and in a competitive environment, that stacks up quickly.

The evolving search landscape is compelling brands to revise their SEO and marketing strategies

Search is no longer just about keywords and rankings. Customer behavior has shifted, and the old model, optimize a few high-performing pages, climb to the top of Google, wait for traffic, is breaking down. Over the past two years, Google impressions have fallen by 8–20%. That drop isn’t just noise. It’s the result of fragmented search behavior and new discovery channels taking priority, especially among younger consumers.

People no longer rely on just one platform for answers. They’re using AI search tools, social apps like TikTok and Instagram, and even voice assistants to get instant, context-rich recommendations. They’re doing it because those platforms respond in a way that feels more relevant, faster, more aligned to what they actually want, and less dependent on outdated SEO rules.

Anthony Rinaldi, Senior Director of Insights at Yext, points out that this shift is dismantling years of marketing strategy that relied heavily on Google’s ecosystem. As he puts it, marketers must now “meet consumers where they are,” or risk being left behind. That means rethinking not only distribution but also the core logic behind how your brand communicates online.

From a leadership standpoint, this demands a complete perspective shift. Waiting for monthly SEO reports to justify content investments won’t cut it. Brands need real-time adaptability. That includes optimizing across new surface areas like AI models, structured data integrations, short-form content on social platforms, and customized interaction paths based on user behavior.

This is about context over visibility. Brands must build their strategies around customer intent, not just search phrases. If your ecosystem isn’t wired to respond intelligently across platforms, and instantly, you’ll become irrelevant faster than you realize. Decisions around marketing, product messaging, and content delivery now need to build for decentralization. If not, you’re running a playbook that’s already outdated.

Key takeaways for leaders

  • Rethink single-channel search strategy: Consumers now use an average of three platforms, including social and voice tools, to discover brands. Leaders should diversify their visibility strategy beyond Google to stay relevant across fragmented discovery paths.
  • Prioritize AI-readiness for brand discovery: With 45% of customers turning to AI tools for brand research, decision-makers must ensure their data is structured, up-to-date, and optimized for AI models that surface brand information.
  • Treat data accuracy as a trust and conversion lever: Outdated or missing brand information leads 64% of customers to consider competitors. Accurate, real-time content should be treated as a core growth function, not just a support task.
  • Update SEO thinking to match new behavior: A drop of 8–20% in Google impressions signals a pivot away from traditional search funnels. Executives should shift SEO and marketing strategies to prioritize customer intent and multi-platform visibility, including AI and social search.

Alexander Procter

July 18, 2025

7 Min