Yext, Inc., the brand visibility platform, has released a new global report, The Rise of AI Search Archetypes, exploring how AI tools like ChatGPT and Gemini are reshaping consumer search behavior and trust.

Based on a survey of 2,237 consumers across the U.S., U.K., France, and Germany, the report highlights that:

• 62% of consumers now trust AI to help them choose brands — equaling traditional search engines.

• 43% use AI tools daily or more, showing how AI is becoming part of routine digital behavior.

• 75% report using new search tools more today than a year ago.

• 68% have used ChatGPT for local product/service research, yet only 19% trust AI more than traditional engines for local results.

• Generational breakdowns show Gen Z uses AI for brainstorming, Millennials lead in cross-platform research, and Boomers remain loyal to traditional search tools.

“Consumers are using AI tools to make real decisions. If your brand data isn’t structured and optimized for AI, you risk becoming invisible,” said Mark Kabana, VP of Data Innovation at Yext.

The report provides actionable insights for marketers to enhance their visibility across AI-powered platforms and maintain brand consistency in an evolving digital ecosystem.

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