Fragmented journeys, one central role
Our survey data shows that people are now moving fluidly between AI tools, traditional search engines, review sites, and social platforms depending on their intent. For some tasks, conversational AI is already the preferred option: 46% prefer it for summarized answers, 45% for product and service details, and 44% for how-to guidance.
The OpenAI study complements this picture with demographic insight. Younger users dominate adoption with nearly half of ChatGPT messages coming from 18–25 year-olds, and the gender balance has shifted to a slight female majority. This shows AI search isn't limited to "early adopters." It's spreading generationally and across demographics.
Trust, accuracy, and the local gap
One of the clearest findings from our report is that while people are enthusiastic about AI, they remain cautious about its accuracy. 40% say AI tools struggle with nuance, 37% cite a lack of trustworthy sources, and 31% say AI makes comparing local options difficult.
This is where businesses have an opportunity. In local search, trust in AI lags significantly behind traditional search engines (19% vs. 45%). Brands that make sure their information is structured, accurate, and accessible will be best positioned as AI platforms improve and expand.
What this AI search shift means for brands
The combined picture from Yext and OpenAI is clear:
AI search is mainstream: People use it daily, across work and personal life, with adoption driven by younger demographics.
Use cases are broadening: From writing help to life guidance, AI is stepping into roles once filled by a mix of search engines, forums, and personal networks.
Accuracy is the differentiator: Trust remains uneven, especially in local contexts. Brands that provide clean, structured, and verifiable data will win visibility and credibility.
Fragmentation is the new normal: Search journeys now cross AI, traditional search, and social, often in a single decision cycle. Businesses must prepare for an environment where no single channel dominates.
The road ahead
Both sets of findings point to the same conclusion: AI search isn't replacing search engines outright, but it is quickly becoming a central piece of how people find, decide, and act online. The role of brands is to make sure that the information feeding these systems is accurate, structured, and trusted.
For organizations that want to succeed in this new era, the mandate is clear. AI isn't just another tool in the search ecosystem — it's rapidly becoming the default front door. The businesses that invest in credibility and clarity today will be the ones customers trust when the AI answers tomorrow.
Click here to read more from Yext Research.
FAQs:
What percentage of ChatGPT usage is related to search? At least 49.6% of ChatGPT conversations fall into search-related categories like practical guidance and seeking information.
Which six archetypes describe how people use AI search? Creators, Explorers, Price Shoppers, Social Proof Seekers, Traditionalists, and Accidental Searchers.
How often do people use AI search tools today? According to Yext, 75% of people use AI search tools more than they did a year ago, and 43% use them daily or more.
What demographics are leading ChatGPT adoption? Nearly half of ChatGPT messages come from 18–25 year-olds, with a slight female majority among users.
What challenges do people face with AI search accuracy? 40% say AI struggles with nuance, 37% cite lack of trustworthy sources, and 31% say it makes comparing local options difficult.
Why is structured and accurate data critical for brands in AI search? Because trust in AI lags behind traditional search for local results, brands that provide structured, verified information will earn visibility and credibility.
