Google is facing increased competition as customer search behaviors shift. According to research by Yext, 45% of customers now trust AI tools for brand information, 51% turn to social media, and 28% use voice assistants. Yext’s study highlights that while 64% of customers still start their search on traditional search engines, most use multiple channels—like AI, social media, and voice assistants—when researching brands. Gen Z, for example, prefers Instagram (71%) and TikTok (66%) over traditional search engines.
The rise of AI tools is also influencing search behavior, with 49% of respondents trusting AI-generated responses, such as Google’s AI overviews. Yext’s findings suggest that as Google impressions decline (down 8-20% in the past two years), platforms like Instagram and TikTok are becoming preferred search engines, especially for younger users. Marketers need to adapt to these shifts in search behavior, which focus on user intent rather than traditional SEO rankings.
The report also emphasizes the importance of accurate brand information. With 56% of customers frustrated by outdated or incorrect details, and 64% likely to abandon a brand due to inaccuracies, ensuring the precision of AI-generated content is vital for brands. As AI continues to reshape search and discovery, companies must ensure their data is organized for accuracy across multiple platforms to maintain trust and customer conversions.