The SEO industry is buzzing about AI search optimization. Whether you call it AEO (Answer Engine Optimization), GEO (Generative Engine Optimization), or simply “optimizing for LLMs,” the premise is the same: as more people use ChatGPT, Perplexity, Google’s AI Overviews, and other AI-powered search tools, businesses need to show up in those answers. One thing for sure is that the current state of SEO is very different now then it was even just 2 years back.
But here’s the question that often gets skipped: Is your target audience actually using these tools?
Before investing significant resources into an AI search strategy, it’s worth understanding where your target buyers actually stand on AI adoption. The answer isn’t always as straightforward as the hype might suggest.
I spent time digging through multiple 2025 surveys and research reports to get an unbiased view of consumer sentiment. What follows is what I found. My goal isn’t to tell you whether to pursue AI optimization or not. It’s to give you the data so you can make that decision based on your specific audience.
The Current State of AI Adoption
Consumer attitudes toward AI remain sharply divided. About half of U.S. adults (51%) say they are more concerned than excited about increased AI use in daily life, up significantly from about four-in-ten in 2021 and 2022. Yet adoption continues to climb. 30% of Americans now use AI daily or weekly, up from 24% the previous year, suggesting that practical utility is winning out over philosophical hesitation.
This tension between use and unease is important context for any SEO strategy. A growing segment of your audience may be discovering brands through AI tools, while another significant portion actively avoids them.
Where Consumers Are Embracing AI
Understanding which use cases drive adoption can help you assess whether AI search fits your customer journey.
Task-Based Adoption Is Leading
Adoption is strongest where AI naturally fits how people work. Writing leads with 51% penetration, followed by coding (47%), help with work or school assignments (43%), and designing presentations (38%).
The pattern is consistent: when AI delivers obvious, tangible value on routine tasks, people embrace it. For B2B marketers targeting knowledge workers, this suggests meaningful AI search exposure. For other verticals, the picture is less clear.
Trust in AI Tools Is Growing
43% of consumers now say they would trust information given to them by an AI chatbot, up from 40% last year. Among those who actively use Gen AI tools, that figure rises to 68%.
Familiarity breeds comfort. The more people use these tools, the more they trust them. This is a leading indicator worth watching.
AI-Assisted Customer Service Is Well-Received
75% of consumers favor agents using AI to help draft responses, appreciating the speed and efficiency. Even more striking: 72% of those using AI chatbots report that the assistance they’ve received is as good as that of humans.
Retail Research Applications Are Gaining Ground
If you’re in e-commerce or retail, these numbers suggest a growing audience segment that may research purchases through AI tools.
Geography Matters
In Asia Pacific, 89% of consumers are at least somewhat comfortable using AI (versus 74% globally), and 71% feel AI positively impacts their daily lives compared to 53% worldwide.
If your target market includes APAC, AI search optimization likely warrants more attention than if you’re focused on markets with lower adoption rates.
Where Consumers Remain Skeptical
The adoption numbers only tell part of the story. You probably don’t need to spend a long time on the internet to come across the term, “Ai slop“. Significant resistance persists for some consumers, and understanding it can help you avoid over-investing in channels your audience isn’t using -or- content they despise.
Job Displacement Anxiety Shapes Perception
When asked their biggest concern about AI tools, 22% of global respondents cited the loss of human jobs. In the United States, the worry is even more pronounced: more than half of U.S. adults (56%) are extremely or very concerned about AI eliminating jobs.
This underlying anxiety can influence whether consumers view AI-powered experiences positively or negatively, regardless of utility.
Privacy Concerns Are Widespread
57% of consumers globally agree that AI poses a significant threat to their privacy. These concerns are not unfounded. A Stanford study found that six leading U.S. AI companies feed user inputs back into their models by default, with some keeping this data indefinitely.
For industries dealing with sensitive information (healthcare, finance, legal), your audience may be particularly reluctant to use AI search tools.
Misinformation Worries Cross Demographics
70% of AI experts and 66% of U.S. adults are highly worried about people getting inaccurate information from AI. In India, 68% of consumers worry about AI-generated false information being taken seriously.
This skepticism may lead some users to verify AI-generated answers through traditional search, making conventional SEO still relevant even among AI users.
Human Connection Still Matters
A striking 80% of non-adopters say they prefer interacting with people over machines. This isn’t simply about convenience. They believe important tasks require human involvement. 57% of U.S. adults are extremely or very concerned about AI leading to loss of human connection.
For service-based businesses where relationships drive purchasing decisions, this is a significant consideration.
AI Branding Can Backfire
Here’s a counterintuitive finding for marketers: 36% of U.S. adults say they’re less likely to purchase from a brand that uses AI in ads, a 4-point increase from December 2024. About two in five report a negative opinion of brands using AI in advertising.
And AI as a product feature doesn’t drive purchase intent either. Among Americans who have used AI, only 25% say products containing AI features make them want to use them more, while 75% either want the product less, are unsure, or cite no impact.
The Trust Gap You Need to Understand
Trust remains the central challenge for AI adoption. Only 33% of consumers trust companies with data collected through AI technology, up modestly from 29% in 2024.
Consumers want oversight. 70% of consumers globally believe AI regulation is necessary, but only 43% believe current laws are adequate.
This trust deficit may limit how much certain audience segments engage with AI-powered search and discovery.
Demographic Patterns That Should Inform Your Strategy
Perhaps the most actionable data for SEO strategists involves understanding which demographics are adopting AI and which aren’t.
Age and Income Influence Adoption
Millennials (30%) and Gen Z (29%) are most likely to trust AI in retail, while Baby Boomers trail at 20%. Women are more likely to express outright distrust (35% vs. 31% of men).
Income plays a role as well. Americans earning over $80,000 are most trusting (34%), while those earning under $40,000 show lower trust (26%) and higher levels of outright distrust (39%).
If your target audience skews older, female, or lower-income, traditional search optimization may remain your primary channel for longer.
Task Complexity Creates Boundaries
65% of consumers trust AI to compare prices, but only 14% trust it to place orders on their behalf. People accept AI assistance for low-stakes research but resist ceding control over transactions and decisions.
This has implications for where in the funnel AI search optimization matters most. Top-of-funnel discovery may see more AI influence than bottom-of-funnel conversion research.
So What Does This Mean for Your 2026 SEO Strategy?
The data paints a picture of cautious, conditional acceptance. Consumers increasingly use AI where it delivers clear, immediate value: writing, research, and answering quick questions. At the same time, they maintain firm boundaries around autonomy, privacy, and high-stakes decisions.
Here’s my takeaway: the decision to invest in AI search optimization shouldn’t be based on industry hype or what we think consumers should be doing. It should be based on whether your specific target audience is actually adopting these tools. Conveniently. if you’re running any type of SEO services for your business, you’re going to have a marked improvement in being discovered in AI search too. That’s not to say there aren’t optimizations available that can help with AI search visibility, because there definitely are!
Consider prioritizing AI optimization if:
- Your audience skews younger (Millennials, Gen Z)
- You’re targeting higher-income demographics
- Your market includes Asia Pacific
- Your product/service involves research-heavy, lower-stakes decisions
- You’re in B2B targeting knowledge workers
Consider a more measured approach if:
- Your audience skews older (Baby Boomers)
- You’re in industries involving sensitive personal data
- Your customers prioritize human relationships in purchasing
- High-trust, high-stakes decisions drive your sales cycle
The Bottom Line
AI search is evolving rapidly. The adoption numbers today won’t be the adoption numbers in 12 months. What’s certain is that blanket statements about “everyone searching with AI” or “AI search doesn’t matter” both miss the nuance.
My recommendation: start by measuring. Before optimizing aggressively, understand how your audience actually discovers and researches solutions like yours. Tools are emerging to track AI search visibility, and the major SEO platforms are adding AI-specific metrics.
Even if you’re not ready to pursue a full AEO/GEO strategy, having baseline measurements in place means you’ll know when the shift happens for your audience, not just when the industry declares it’s happened.
Keep an open mind, watch the data, and let your audience’s actual behavior guide your investment.
