Search engines that incorporate AI-generated results have the potential to make it easier for people to discover products and services, according to a new survey by Botify, shared exclusively with Search Engine Land.
Why we care Search marketers tend to look at search very differently than everyday users of Google Search. So it’s interesting to see what consumers know and think about AI-powered search. The data is a good reminder that user behavior always changes slowly, so don’t expect a quick transition from classic search to AI search.
By the numbers. Some interesting findings from the Botify survey:
44% of respondents were familiar with generative search: 58% of Millennials and 58% of Gen Z were more familiar; 74% of baby boomers didn’t know it. 37% of respondents tried an AI-powered search engine and found the results most satisfactory. 34% said the way they search in search AI has not changed; 28% said they make “more detailed” search queries; 9% said they write longer instructions. 56% of respondents, when asked to choose between two pages of results for the same query, preferred AI-generated results over traditional search results.
Online shopping. Forty-one percent of respondents said the main reason for using AI search was to shop online. Other main reasons for using it were to keep up with the latest news (19%) and search for health-related information (12%).
Meanwhile, the majority of respondents (55%) said “Yes,” they believe search engines that incorporate AI-generated results have the potential to make it easier for people to discover products and services.
Faster responses. While 36% of respondents have not used AI search, 25% of consumers have, and mostly to try out new technology.
Meanwhile, 17% said their main reason for using AI-powered search was because chatbot-style results helped them find answers faster.
About the survey. The data was collected by Dynata, an independent market research firm, on behalf of Botify. The survey of 1,000 American respondents, over the age of 18, was conducted in February.
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About the author
Danny Goodwin has been the editor-in-chief of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as a senior editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s Subject Matter Expert (SME) program. Also helps schedule US SMX events.
Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He was previously executive editor of Search Engine Journal (2017-2022), editor-in-chief of Momentology (2014-2016), and editor from Search. Engine Watch (from 2007 to 2014). He has spoken at numerous major search conferences and virtual events, and has brought his expertise to bear in a wide range of publications and podcasts.
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