Yext Report: AI Search Gains Consumer Trust
MWN-AI** Summary
Yext, Inc. (NYSE: YEXT) recently released its report titled "The Rise of AI Search Archetypes," revealing significant shifts in consumer trust and behavior regarding AI tools for brand discovery. In a global survey of 2,237 respondents across the U.S., U.K., France, and Germany, 62% of consumers expressed trust in AI technologies for brand decision-making, indicating a notable shift in search behavior. While traditional search engines still dominate, with 57% preferring them for sensitive inquiries, 43% use AI tools like ChatGPT daily, showcasing AI’s integration into their everyday online habits.
The report highlights major trends: 75% of participants are using new search tools more frequently than a year ago. Although AI ranks second to traditional search for quick responses—53% favoring the latter—29% still prioritize AI for fast factual information, significantly outpacing social media options at 9%. Notably, only 10% fully trust the first search result, prompting nearly half of respondents to cross-check information across various platforms, underlining the importance of consistent brand messaging.
Generational insights reveal varying preferences, with Gen Z embracing AI for brainstorming (48%) and Millennials leading in cross-platform searches. Conversely, Baby Boomers largely stick to traditional search engines, with 80% relying on them for general knowledge, showcasing a slower adoption of AI tools among older demographics.
Mark Kabana, VP of Data Innovation at Yext, emphasized that AI search tools are now trusted for brand discovery and decision-making. Brands must optimize their data to avoid invisibility in this rapidly evolving digital landscape. The findings provide a roadmap for brands aiming to enhance visibility and trust in an increasingly AI-driven marketplace.
MWN-AI** Analysis
The recent Yext report, "The Rise of AI Search Archetypes," highlights a significant transformation in consumer trust and behavior concerning AI tools for brand discovery. With 62% of consumers now trusting AI for brand decisions, brands should recalibrate their strategies to leverage this growing confidence in AI-enabled search.
Key findings indicate a dual reality: while AI search is becoming commonplace—43% of consumers using it daily—57% still prefer traditional search engines for sensitive areas like personal and financial topics. This suggests that brands need to craft nuanced approaches. For general product discovery, proactive investment in AI-optimized visibility strategies is recommended, especially since younger generations (e.g., Gen Z) are eager to experiment with these tools for idea generation and decision-making.
Moreover, the trust disparity persists: only 19% of consumers trust AI for local search, compared to 45% for traditional engines. This means brands focusing on local visibility must ensure their information is consistent and easily accessible across various platforms, or risk losing market share to more established search methods.
Additionally, 48% of users cross-reference AI findings against other sources. This behavior underscores the necessity of maintaining a coherent brand message and presence across digital channels to foster trust. Brands must take advantage of the AI search trend by optimizing their online presence with accurate and structured data, ensuring they remain visible and credible.
In conclusion, businesses should rapidly adapt to the AI-driven market landscape. By strategically aligning their digital strategies with consumer behavior trends highlighted in the Yext report, brands can enhance their visibility and consumer trust, ultimately driving growth in a competitive environment.
**MWN-AI Summary and Analysis is based on asking OpenAI to summarize and analyze this news release.
62% of global consumers now trust AI tools for brand discovery, signaling a major shift in how people search and decide
Yext, Inc. (NYSE: YEXT), the leading brand visibility platform, today released The Rise of AI Search Archetypes report, a global study of how consumers are adopting — and trusting — AI tools to discover, evaluate, and choose brands. As AI becomes embedded in everyday search behavior, the report outlines key shifts redefining brand visibility across platforms.
This press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20250722551053/en/
(Graphic: Yext)
Key Trends in AI Search Behavior and Trust
The global survey, conducted with Researchscape, analyzed responses from 2,237 consumers across the U.S., U.K., France and Germany who recently used conversational or voice AI to find information online.
- AI earns trust for brand discovery: 62% of consumers now trust AI to guide their brand decisions, putting it on par with traditional search during key decision moments.
- AI adoption grows, but search sensitivity remains: 57% still prefer traditional search engines when researching personal, medical or financial topics.
- AI search is now everyday behavior for nearly half of consumers: 43% use AI search tools like ChatGPT or Gemini daily or more, reflecting the growing integration of AI into routine online behavior.
- Search habits are evolving fast: 75% report using new search tools more today than they did a year ago.
- AI ranks second for quick answers: 29% turn to AI first when they need fast, factual responses, trailing traditional search at 53%, but far ahead of social media (9%).
- AI results don’t stand alone: Just 10% of users trust the first result. Nearly half (48%) cross-check answers across platforms, highlighting the need for consistent brand information everywhere.
- AI is now part of the local search journey: Out of the popular AI platforms, 68% of consumers have used ChatGPT to research local products or services. However, only 19% trust AI search tools versus traditional search engine results (45%) when it comes to local search.
How Generations Search: Gen Z to Boomers Reveal Different Paths
Younger consumers embrace new tools, while older generations stick with familiar sources.
- Gen Z treats search as an idea engine, not just a fact finder: They’re the most likely generation to use AI for brainstorming (48%) and how-to guidance (48%), and nearly half use social media (45%) and search engines (42%) to spark ideas.
- Millennials lead in cross-platform searches: 55% of Millennials favor AI for quick, clear insights over traditional search. They also use social media heavily for general knowledge (56%) and frequently rely on search engines (69%) for product and service details.
- Gen X balances trust in traditional search but uses AI tools for deeper context and content summaries: While 70% still use traditional search engines for general knowledge, 44% prefer AI for in-depth explanations and 39% for content summaries.
- Boomers rely on traditional engines for general knowledge and are hesitant to adapt AI tools: A majority of Boomers (80%) use search engines for general knowledge and 68% for navigation. However, 26% of Boomers surveyed do not use AI tools at all for common tasks.
“AI search tools are no longer experimental,” said Mark Kabana, VP of Data Innovation at Yext. “They’ve earned trust by consumers across a wide range of use cases, especially brand discovery, where accuracy and clarity matter. Consumers are using these tools to make real decisions. If your data isn’t structured, consistent, and optimized for how modern platforms interpret it, your brand risks becoming invisible to entire segments of your audience.”
The Rise of AI Search Archetypes report delivers a data-driven view into how people search, compare, and make decisions online, with clear takeaways for how brands can manage their visibility and earn trust in a complex digital environment.
Explore the full report: www.yext.com/content/yext-report-rise-of-ai-search-archetypes
Survey details: The results in this report are from an online survey of 2,237 adults who made a purchase online within the past three months and used voice search (e.g., Siri, Google Assistant, Alexa) or conversational AI (e.g., ChatGPT, Perplexity, Claude) to find information online. The survey was conducted from March 20 to April 6, 2025, by Researchscape International on behalf of Yext. Results were weighted by country population, age, and gender. Respondents were from four countries: the United States, the United Kingdom, France, and Germany.
About Yext
Yext (NYSE: YEXT) is the leading brand visibility platform, built for a world where discovery and engagement happen everywhere — across AI search, traditional search, social media, websites, and direct communications. Powered by over 2 billion trusted data points and a suite of integrated products, Yext provides brands the clarity, control, and confidence to perform across digital channels. From real-time insights to AI-driven recommendations and execution at scale, Yext turns a brand's digital presence into a competitive advantage. Thousands of leading brands rely on Yext to stay visible, stay ahead, and grow. To learn more about Yext, visit Yext.com or follow us on LinkedIn and X .
View source version on businesswire.com: https://www.businesswire.com/news/home/20250722551053/en/
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FAQ**
How is Yext Inc. YEXT positioning itself to leverage the 62% trust rate in AI tools for brand discovery among global consumers as reported in "The Rise of AI Search Archetypes"?
Given the report's findings, how does Yext Inc. YEXT plan to enhance its AI platform to bridge the trust gap in categories where traditional search still dominates, such as health and finance?
With 75% of consumers using new search tools more today than last year, what strategies is Yext Inc. YEXT implementing to ensure brands achieve visibility on these emerging platforms?
Considering the generational differences in AI search usage, what targeted initiatives can Yext Inc. YEXT adopt to cater to specific consumer demographics based on insights from the report?
**MWN-AI FAQ is based on asking OpenAI questions about Yext Inc. (NYSE: YEXT).
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