In an era where Ai is rewriting how people search, recent survey data reveals a striking truth: consumers are growing more sceptical of “the first result” even as AI-powered tools become a more common part of their search journey.

That shift should keep any digital strategist or business owner awake at night.

The original survey, covered by Search Engine Land, reports that a rising number of users bypass top search listings or use AI tools to validate or refine those results.

But what does this look like in the UK and Europe? And how should your business react?

Key findings (and what they signal)

Below, we have summarised the highlights from that survey plus corroborating data (UK and Europe-centric where possible) and then drawn out the consequences.

From the survey & supporting data

1. Declining Trust in the Top Result
   Many users no longer take the first listing at face value; they verify, compare, or skip altogether.
2. Ai Tools Becoming Routine in Search / Shopping

• 43 % of consumers report using Ai tools daily.
• From the Consumer Adoption of AI Report (Jan 2025), 47 % say they are likely to use generative Ai (GenAI) tools to research purchases. In the UK specifically, that figure has risen +9 points year-on-year to 47 %.
• Also in that report: 52 % have used ChatGPT; 30 % have used Google Gemini; 43 % trust AI-provided information (but with caveats).

3. UK & Europe: Mixed Adoption, Persistent Wariness
   

• According to the EY AI Sentiment Index, 70 % of UK respondents said they had consciously used AI in daily life in the past six months, lower than the global average of 82 %.
• But only 44 % report using AI in a professional or work context.
• In the UK Consumers and AI Report 2025, 82 % of British consumers said they prefer human service over AI, 50 % consider AI overhyped, and only 40 % would trust AI for learning.
• From the KPMG “Trust, attitudes and use of AI” global study: across countries, 42 % believe the benefits of AI outweigh the risks; trust is fragile.

4. Consumers Sometimes Prefer AI Outputs Over Ads
   

• In the Consumer Adoption of AI Report, nearly 41 % of consumers said they trust generative AI search results more than paid search results (i.e., adverts).
• Another source claims 41 % of consumers trust generative AI more than paid search.

5. Zero-Click & Summary Bias Are Rising Threats
   

• Ai-generated summaries (the “answer box” or “overview”) are appearing more frequently. Many users never scroll or click beyond the summary.
• In the EU / US context, some studies suggest 59 % of searches end in zero clicks (i.e. user gets the answer without clicking further) in some categories.
• A linked article argues that “GEO” (generative engine optimisation) is becoming essential; your brand needs to be cited by Ai, not just rank in a traditional SERP.

What does this mean for UK & European businesses?

If your company (or clients) are primarily UK / EU-focused, here’s what you need to internalise and act on right now.

The shift: From ranking to being quoted

In the old days, ranking in the top 3 (or even winning “position zero”) was the aim. Now, the game is changing: Ai-driven “answers” might not click through. Your brand may not need to be top by traditional Google SEO but mentioned by ai systems as a credible, trusted, reliable source.

If you’re not part of the Ai answer ecosystem, you risk being invisible even if your pages rank well.

Become a trusted source that Ai cites

To maximise your chances of being the AI-cited brand:

• Publish authoritative content with data, quotes, subject matter expertise, and case studies.
• Use structured content: FAQs, schema markup, short summaries, and entity mentions.
• Encourage media / third-party citations. AI models often draw from high-authority references.
• Make your content “snippet-friendly” (clear definitions, concise answers, bulleted lists).

Focus on search intent, not just keywords

Ai interprets queries semantically. Your content must address user intent, not just stuff keywords. For example:

• If someone asks, “How to fix WiFi dropouts?”, Ai will summarise best practices; your content should anticipate sub-questions, tradeoffs, and comparisons.
• Use conversational framing, as many Ai prompts are phrased as questions or requests for advice.

Monitor brand mentions in Ai / answer layers

You’ll need new metrics beyond clicks and impressions:

• Are you showing up in Ai summaries or answer boxes?
• Are Ai tools quoting your brand or pages?
• Are users asking follow-up questions that lead toward your content?

This may require specialised monitoring tools or APIs as the landscape evolves.

Don’t abandon SEO / paid search, but rebalance

Traditional SEO and paid search remain relevant, especially for the queries where Ai doesn’t dominate answers. But their value is now complementary, not standalone. A holistic strategy should cover:

• Organic SEO
• GEO / Ai answer optimisation
• Paid ads (especially where AI doesn’t yet intrude)
• Content & media / PR synergy for citation potential

Address trust, transparency & human touch

Especially in Europe and the UK, consumers remain cautious of Ai:

• Be transparent about when AI is used (e.g. “powered by AI”, “assisted by…”)
• Offer human fallback; Ai + human hybrid models often perform better in trust metrics
• Anticipate privacy / bias concerns and have clear policies
• Build credibility via reputation, reviews, and third-party validation

How we can help you

Here’s how we can turn this disruption into opportunity:

1. Audit your high-value pages: Check which ones are cited by Ai and which are not.
2. Build “Ai-friendly” content modules: Short explainers, structured Q&A, and summaries.
3. Encourage external referencing: Guest posts, partner quotes, and getting your content cited externally.
4. Track Ai answer appearances: Invest in tools / APIs to detect when your content surfaces in AI summaries or agents.
5. Blend human + Ai in output: For example, have human review Ai-generated content; lean on your subject experts.
6. Communicate your Ai usage ethically: Show you value human oversight and transparency.