Stats from Bain & Co on how AI is affecting search behaviours:
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44% of online buyers surveyed by Bain & Company mostly start their journey in an LLM or split their search between AI tools and traditional search engines
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Roughly twofold faster adoption among Gen Z and millennials compared with baby boomers and the Silent Generation Half of online shoppers in our survey trust generative AI for initial research and product comparisons
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An analysis of proprietary ScrunchAI search data spanning about 500 million citations showed that 89% of unbranded prompts (which do not mention a specific brand) are fulfilled by third-party sources
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The dispersion by topic is 76% to 99%, far more than the 89% to 90% dispersion by AI platform