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Yext has released UK research suggesting consumer trust in any single online information source is declining. Instead, people are increasingly checking multiple channels, including AI tools, before making decisions.
Only 8% of UK consumers trust the first place they search, according to the data. It also points to discovery becoming more fragmented across search engines, AI assistants, brand websites and social platforms.
Traditional search remains the main starting point, with 38% of consumers beginning on a search engine. AI tools have become a significant entry point too: 19% start with an AI tool. Another 15% go directly to a brand website, while 10% begin on social media.
These figures highlight a move away from a single "one-stop" model of online search. Consumers increasingly move between sources and compare answers, making cross-checking a central part of how they assess products, services and information.
Cross-checking culture
The findings put verification at the centre of digital discovery. People move between search engines, AI tools, brand websites and third-party sellers or distributors, reflecting both caution about accuracy and a desire to confirm what they read elsewhere.
The research also connects the UK market closely with social-proof behaviour. Yext describes British consumers as Europe's biggest "Social Proof Seekers". More than half of respondents said they consult social platforms, influencers and online reviews before buying, including on TikTok and Reddit. Creators and recommendations carry more weight among younger groups, including Gen Z and Millennials.
This emphasis on social validation sits alongside rising use of AI tools. Consumers appear to treat AI as one source among many rather than a definitive authority, a pattern reflected in concerns about how AI systems present information and evidence.
AI trust questions
The survey suggests AI adoption does not mean unconditional trust. Some 40% of consumers said AI struggles with nuanced or multi-step questions, while 35% cited a lack of clear citations as a major frustration.
Yext frames these concerns as a transparency issue, arguing that users want to know where answers come from and whether the material is current.
Yext also analysed the sources cited by AI systems, examining 6.8 million citations across ChatGPT, Gemini and Perplexity. It found that 86% of sources cited by these tools come from brand-managed content, including first-party websites, listings and reviews.
That finding challenges the assumption that AI answers rely heavily on forums or unverified sources. It also raises questions about brands' role in shaping what AI tools surface, and their responsibility to keep information consistent across channels.
Brand-managed sources
The analysis highlights a structural feature of AI-driven discovery: AI tools often deliver a single, consolidated response. Users may not see the full set of sources or the context behind the output, increasing the importance of citation practices and the quality of material available to the AI system.
Brand-managed sources include official webpages, location listings and published reviews. They often contain the factual details people check when deciding whether to buy, visit or make contact, and they tend to appear across the wider online ecosystem that AI systems draw on.
At the same time, the survey suggests consumers still see gaps in how AI communicates evidence. The 35% reporting missing citations points to demand for clearer sourcing. For organisations, that demand extends beyond marketing to trust and safety considerations, especially when AI tools influence decisions.
A wider European comparison also points to differences in attitudes to AI. In Yext's dataset, France appears the most AI-forward, with 49% of consumers there trusting AI tools for everyday decisions, slightly ahead of traditional search.
In the UK, the results suggest a more cautious approach. People use AI tools but often verify results elsewhere, with social media, reviews and brand websites remaining part of the checking process.
One Yext executive linked trust to clearer disclosure about how content is created and maintained.
"Trust depends on transparency," said Sam Davis, VP of Global Solutions Engineering at Yext. "Who wrote the content, when it was updated, and whether AI was involved should become the norm if brands want consumers to rely on AI-generated answers with confidence."
The data suggests AI-driven discovery will continue to grow, alongside ongoing cross-checking across search, AI, social platforms and first-party brand channels.