58% of US adults have viewed a search result page that included an AI-generated summary, per a March Pew Research Center survey.
15% of traditional Google searches lead users to click on a link, compared to only 8% of pages with an AI summary, according to a March Pew Research Center survey.

Use this chart: As more consumers turn to AI tools like ChatGPT for search, marketers can use this chart to focus on staying relevant in AI-generated answers by studying what generative engines optimize for, like clarity, authority, and a conversational tone.

Related EMARKETER reports:

AI Agents and the Consumer Journey (EMARKETER subscription required)
Generative AI Use Cases for Marketers (EMARKETER subscription required)

Note: Data was provided to EMARKETER by Comscore.

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