The duo formed by AI and searches frowns more than half of the users

Artificial intelligence (AI) has broken up with a lot of truth into search engines, who have not been able to avoid rendering to the charms of fashion technology. The summaries generated with AI which Google summons at the top of its results pages (and are, therefore, the first thing with what the users of the famous search engine run from Bruces) are changing the search habits to forced marches. However, YPThat to which such summaries seem to the soon extraordinarily useful boat, the truth is that users do not finish trusting them and many would like, in fact, to deactivate them.

According to A recent Gartner study53% say they do not trust the results propelled by AI that search engines yield and 41% also feel that such results are in general terms more frustrating than conventional results. And not just that. 61% of users specifically express their desire that there were some type of option for the summaries generated by AI to stop making their way into the search engines.

On the other hand, it should be noted that 51% of users admit that AI is having a very first order impact on the way of provisioning information on products and services. And more than a third of the 377 consumers consulted by Gartner says to trust the summaries generated with AI that traditional search engines make available.

The relevance of the results propelled by AI is countered as stages descend in the “Funnel” of sales

Despite the preminence of enjoying the summaries generated with Ia in Google and Company (they are located, not in vain, at the top of the results pages), Its influence on the search for products and services remains limited. And even when most of the consumers look like the look (at least to some extent) in these summaries when looking for information about products and services, Only 10% relies exclusively on these summaries. 42% of consumers bet on an amalgam of summaries generated with AI and conventional results when providing information on products and services.

«The results propelled by AI constitute an important evolution in the field of searches, but It is crucial to understand its specific purpose in the ‘customer journey’«, Gartner emphasizes his study.

Consumers support, after all, on search engines for a vast range of purposesfrom the search for new products and services (70%) to the comparison of products and services (62%), through the discovery of ideas and inspiration when it comes to buying purchases (44%).

In the eyes of consumers, The summaries generated with AI that make their way in search engines are particularly useful in the discovery phase of the “Customer Journey” (or not in mind certain brands). And the value granted to such summaries is contracted as the lowest stage of the “funnel” is reached.

In his research Gartner recommends brands Optimize its positioning for both traditional SEO searches and for the new era inaugurated by Answer Engine Optimized (AEO) searches. And for this, brands must prioritize the publication of in -depth content that anchors in multiple sources and emphasize formats with FAQ and lists whose content can be easily extracted by both search engines and AI.