For GenAI to Revolutionize Search Marketing, Gaining Consumer Trust is Essential

Emerging generative AI technologies are starting to reshape the landscape of search marketing, but they must prioritize earning consumer trust to challenge Google’s long-standing supremacy. This insight comes from a recent analysis conducted by Semrush and Statista. Despite trust issues, digital marketers are increasingly embracing generative AI for enhanced productivity and improved return on investment (ROI).

For over two decades, Google has maintained its position as the leading player in online searches. The launch of the AI-driven chatbot ChatGPT in November 2022 sparked discussions about a potential shift in this dynamic. ChatGPT rapidly garnered over 1 million users within five days and reached 5 million users in just a few months.

According to the report titled “Online Search After ChatGPT” (registration required), 13 million adults in the United States relied on generative AI as their primary search method in 2023, with projections indicating this number could surpass 90 million by 2027.

However, when juxtaposed with traditional search engine usage, this figure still pales in comparison. Last year, Google registered 18 billion visits per month in the United States alone. In contrast, ChatGPT’s monthly traffic passed the 10 million mark only in April.

Many tech experts believe that if consumers had a better understanding of generative AI, they would likely embrace it more readily. Nonetheless, consumers are acutely aware of its primary drawback: reliability.

Consumer Sentiment Toward AI Remains Unchanged

A survey conducted in 2023, prior to widespread use of generative AI tools, revealed that over 60% of respondents from the U.S., U.K., Australia, and India viewed AI as insecure and untrustworthy. The situation did not improve with increased usage; a 2024 survey of U.S. generative AI users indicated that many did not trust AI-generated content and felt it wouldn’t enhance their search experience, as reported by Semrush.

There remains a significant gap in interest levels between general consumers and professionals who leverage AI tools. Approximately 28% of respondents in the U.S. expressed indifference toward AI tools, while only 22% showed enthusiasm for exploring innovative AI technologies, and 19% felt excited about these applications.

To enhance trust in AI-generated results, it’s crucial to involve more individuals in the verification process. The report notes, “A considerable portion of U.S. participants expressed greater confidence in AI-driven search tools if they could verify the content through human confirmation and if there were stricter data privacy regulations.”

Impact of AI on SEO and Digital Marketers

Nevertheless, AI is proving to be a transformative force in digital marketing. According to a Semrush survey among business leaders, marketing managers, and CEOs, 68% indicated an increased ROI resulting from the use of AI in content marketing and SEO. About two-thirds reported improvements in SEO rankings, with 39% stating that it took one to two months to achieve rankings with AI-generated content.

Explore more: Strategies to Build Consumer Trust Through Enhanced Data Privacy and Security

Although search engines continue to play a vital role for the majority of online users, observable shifts in traffic patterns among traditional search providers and Q&A platforms indicate that generative AI has the potential to draw users away from established entities like Google. The primary hurdle for this technology is to enhance its precision and demonstrate this reliability to the audience.

Note: Third Door Media, the publisher of MarTech, is affiliated with Semrush.