AI Search Adoption Rises Despite Declining Consumer Trust, Study Finds
A recent study by Fractl and Search Engine Land indicates a paradox in the use of AI-powered search tools: adoption has increased while consumer trust has significantly decreased. While 70% of consumers report using AI tools more for search than last year, only 54% now find AI-powered search more helpful than traditional search, a notable drop from 82% a year prior. The research also highlights that a growing number of consumers view heavy AI content use as a brand trust liability and expect clear disclosure for AI-generated material.
A new study by Fractl, in partnership with Search Engine Land, reveals a complex trend in the landscape of AI-powered search. The research, which surveyed 1,008 U.S. consumers and 150 marketers, indicates a rise in the use of AI search tools alongside a decline in consumer trust regarding their helpfulness.
One year ago, 82% of consumers found AI-powered search more helpful than traditional search. This figure dropped to 54% in 2026, marking a 28-point decline in sentiment within 12 months. Despite this, 70% of consumers report using AI tools for search more frequently than last year.
Interestingly, the study challenges assumptions about generational adoption, with 63% of baby boomers finding AI more helpful compared to 47% of Gen Z. The segment of consumers who found AI less helpful, known as the 'AI skeptic camp,' expanded significantly from 3% in 2025 to 17% in 2026. Among those who still find AI helpful, 37% described it as "somewhat more helpful," while 17% said it was "much more helpful."
Perceptions of AI content volume also changed, with 39% of consumers in 2026 stating that heavy AI use would reduce their trust in a brand, up from 20% in 2025. Gen Z consumers set the strictest standards, with 54% indicating that extensive AI use in a brand's marketing would decrease their trust, compared to 32% of baby boomers and 33% of Gen X. Women were also more likely than men to penalize brands for heavy AI use, at 44% versus 34%.
Moreover, the study found a strong consumer expectation for disclosure of AI-generated content. Over 80% of consumers desire labels for AI-generated content across all formats, including video (91%), images (90%), audio (87%), and written content (84%). Over 50% strongly agreed with this sentiment in every category.
Despite current reservations, 64% of consumers believe that AI will replace traditional search engines within five years, a figure that has remained consistent.
According to Search Engine Land, these findings have significant implications for search marketers' strategies concerning brand trust and content development.
