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At iocea, we’re always keeping an eye on the latest trends shaping the digital landscape. One topic that has been impossible to ignore is the rapid rise of AI in shaping customer experiences, especially in the early stages of the buyer journey. The big question now is: do customers actually trust AI to provide accurate answers to their search questions?
The short answer? Yes—more than you might think.
AI-powered search tools like ChatGPT, Bing and Google’s AI Overviews, and similar innovations are becoming essential touchpoints in the customer journey. And for brands, this shift brings both opportunities and challenges.
AI is Earning Customer Trust
Recent data reveals that nearly 45% of customers trust AI tools to provide reliable information about brands, and 49% are comfortable with AI-generated search responses. These numbers make it clear that consumers are warming to AI as a go-to resource for discovery. Think about the way customers search at the start of their journey. Whether they’re asking, “What’s the best eco-friendly paint for my kitchen?” or looking up reviews for a local restaurant, AI is stepping in to offer fast, context-rich answers. This growing trust means retailers must be proactive in making sure the information AI delivers is accurate, timely, and aligned with customer expectations.
The Challenge: Trust Comes with Conditions
While AI is making waves, it’s far from perfect. Customers may trust AI, but they’re also quick to notice when information is outdated or incomplete. According to research, 56% of customers frequently find outdated data when searching for brands via AI-powered platforms. And here’s the kicker: if a customer encounters incorrect or missing information, 64% will simply move on to the next option.
This is a critical challenge for retailers. AI tools rely on the data they’re fed, so if your brand’s digital information isn’t accurate or up-to-date, you risk missing out on conversions. The good news? By prioritising fresh, accurate data, you can position your brand as a trustworthy source of information and stand out in an increasingly competitive AI-driven landscape.
The Shift from Traditional Search to AI-Led Search
It’s not just anecdotal—data shows that customers are actively shifting from traditional search engines like Google to AI-powered platforms. For instance, ChatGPT has skyrocketed to over 200 million weekly active users, and its use as a primary search engine in the U.S. has jumped from 1% to 8%. Platforms like Google’s AI Overviews are also catering to intent-based queries, offering direct answers that change how customers interact with search. This fragmentation of search platforms is accelerating, with Gartner predicting a 25% decline in Google Search traffic by 2026, and possibly up to 50% by 2028. These are bold predictions, but the trends support them. The era of traditional search dominance is giving way to a more diverse, AI-driven ecosystem, and retailers need to adapt quickly to maintain visibility.
How to Adapt Your Digital Strategy for AI-Driven Search
So, how can your store stay ahead in this rapidly evolving digital landscape? It starts with having a strong, cross-channel digital presence. AI models prioritise breadth, accuracy, and consistency, pulling data from a variety of sources. Here are some steps to ensure your brand is AI-ready:
1. Optimise Your Website and Local Landing Pages
Your website should be a treasure trove of well-structured, accurate data. Ensure your content is optimised for search engines, as AI often references websites to generate answers. Local landing pages should include up-to-date contact information, hours, and other relevant details.
2. Prioritise Accurate Listings and Reviews
AI platforms rely heavily on data from listings and review sites. Keep your business listings on platforms like Google, Bing, TripAdvisor etc accurate and consistent. Encourage positive reviews, as they help reinforce trustworthiness.
3. Diversify Across Platforms
While Google and Bing remain key players, AI tools pull data from smaller publishers and extended networks. Don’t underestimate the value of being present on a variety of platforms—these sources could make the difference in ensuring AI delivers your store’s message.
4. Timely Updates Are Key
Outdated information is one of the quickest ways to lose a customer’s trust. Ensure your website, social media profiles, and listings are updated regularly to reflect current offerings, prices, and events.
Looking Ahead
The growing trust in AI presents an exciting opportunity for stores to connect with customers in new ways, but it also comes with the responsibility of keeping your digital presence in tip-top shape. As AI continues to reshape the search landscape, investing in structured, accurate, and consistent digital information is no longer optional—it’s essential. At iocea, we’re here to help ecommerce stores navigate these changes. From optimising your website to ensuring your data is ready for AI-driven search, we can help you stay ahead of the curve. Ready to future-proof your digital strategy? Let’s make it happen, together.
