Only about one-third of consumers believe GenAI chatbots are as effective as search engines for learning new information, according to a survey by Gartner.
This comes as the business and technology insights company predicts that by 2028, 60% of brands will use agentic AI to facilitate streamlined one-to-one interactions,
GenAI tools may be transforming search behavior, but they are far from replacing traditional channels. Instead, these tools complement an already diverse research process that still relies heavily on Google and social platforms, according to Gartner recent report titled Diversify AI Search Strategies for Consumers’ Broadened Research Habits.
AI Prolonging Search
The survey revealed that rather than shortcutting decisions, AI features are lengthening the research journey. Thirty-one percent of consumers surveyed say AI summaries cause them to spend more time searching for information, compared to just 16% who spend less. Over two-thirds continue past Google’s AI Overview, signaling that summaries are not the final answer. When researching purchases, 31% of consumers consider more product options due to AI overviews, versus only 7% who consider fewer.
“Marketers cannot afford to think of AI as a replacement for traditional search,” said Emma Mathison, Senior Principal, Research in the Gartner Marketing practice, in a statement. “Consumers are spending more time, considering more options, and asking more nuanced questions.
GenAI Search Habits
While 82% of consumers have noticed AI Overviews in search results, most do not rely on them exclusively—and some express frustration. “These findings underscore the need for marketers to maintain strong content strategies across traditional and AI-driven channels, ensuring consistency and relevance as consumer behaviors evolve,” advised Mathison.
The research also highlights a shift in search behavior influenced by GenAI. A Gartner survey of 365 U.S. consumers found that 51% of consumers say their research habits have changed due to GenAI. Among those, 71% changed how they phrase queries, including using more specific terms (38%), question-based inputs (26%), and conversational phrasing (26%). Additionally, 18% even use GenAI tools to engineer prompts before searching on Google.
“Winning visibility now means optimizing for both AI-driven answers and classic search results, with content that is specific, conversational, and trustworthy,” said Mathison. “That means refreshing content regularly across search, social, and retail platforms, as well as investing in comparison tools, FAQs, and reviews to meet consumers’ demand for deeper research and broader consideration sets.”
Agentic AI Use Rising
In another report, 60% of brands will use agentic AI to facilitate streamlined one-to-one interactions by 2028. The report, Mainstream Marketing Predicts 2026, details the this transformation in marketing strategy will shift traditional channel-based approaches and usher in a new era of personalized, autonomous engagement.
These AI agents will act as persistent digital concierges, seamlessly spanning marketing, sales and support to create hyperpersonalized experiences, according to Emily Weiss, Senior Principal Researcher in the Gartner Marketing practice.
“This marks the end of channel-based marketing as we know it,” said Weiss,. “Marketers must prepare by putting strong data governance in place, tracking customer journey changes weekly, and integrating agentic systems into martech stacks to enable secure, ethical personalization at scale.”
AI for Content Growing
Initiatives will include identity verification, content provenance checks, and anti-deepfake measures, with the goal of optimizing engagement and monetization in AI search environments.
This shift is driven by the surge in AI-generated content and the growing visibility of social-originated content in search results as 78% of consumers say explicit labeling of AI-generated content is “very important” or “the most important factor” in maintaining trust.
“Trust is now the most valuable asset in influencer marketing,” said Weiss. “Brands should adopt clear labeling conventions, invest in third-party verification tools, and monitor creator engagement quality to ensure transparency and compliance as AI-generated content becomes mainstream.”
