A majority of consumers want greater control over the use of artificial intelligence (AI) in search engines, according to a survey conducted by Gartner.
The report, which was recently released, reflected concerns over autonomy in the search process. It found that 61 percent of respondents prefer an option to switch AI-powered summaries on or off.
The survey, which polled 377 US consumers between June and July 2025, also revealed widespread distrust of AI-generated results. More than half (53 percent) of respondents said they lack confidence in the reliability and impartiality of AI-powered search and summaries.
User frustration was another recurring theme in the findings. Gartner said 41 percent of consumers believe AI overviews make the search process more frustrating compared to traditional methods.
Noam Dorros, director analyst at Gartner’s marketing practice, said the growing scepticism highlights the need for brands to adapt their digital strategies.
"The impact of AI extends beyond improving the search experience, altering how consumers seek and interact with search platforms, and how marketers approach visibility," he said.
He advised marketers to optimise for AI-driven results while prioritising transparency and trust.
"Digital marketing strategies must evolve to not only optimise for these AI-powered results, but also to reinforce brand trust through comprehensive and reliable information," he added.
According to Gartner, while AI-powered overviews are useful for initial product exploration, their relevance declines when users are evaluating options or making final purchase decisions.
The research firm advised brands to prioritise trust, transparency, and multichannel discoverability as AI continues to redefine the search landscape.
