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Most consumers are seeing AI summaries in search results
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Key stat: 58% of US adults have viewed a search result page that included an AI-generated summary, per a March Pew Research Center survey.
Beyond the chart:
- 49% of US adults still check traditional links when using AI search tools like Google or Perplexity, according to a May Fractl survey.
- 45% of US adults worry that content is AI-generated in search results, per a May Resolve survey.
Use this chart: Marketers can use this chart to prioritize concise and authoritative content that surfaces in AI summaries, while still supporting the traditional links that users trust.
Related EMARKETER reports:
- GenAI User Forecast 2025 (EMARKETER subscription required)
- Navigating the AI-Powered Path to Purchase (EMARKETER subscription required)
Methodology: Data is from the May 2025 Pew Research Center report titled “What Web Browsing Data Tells Us About How AI Appears Online.” The web browsing activity of 900 US adults ages 18+ was analyzed during March 1-31, 2025. Respondents were drawn from a subset of the Ipsos KnowledgePanel, and had consented to providing individual-level browsing data.
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