Equativ Survey Reveals Shifting Consumer Habits: AI is Displacing Legacy Platforms

Survey Data Indicates Rising Use of AI Platforms with 75% Showing Appetite for Non-Invasive Ads

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NEW YORK - September 10, 2025 - New consumer research from Equativ, the leading end-to-end media platform, unveils how consumers are interacting with AI platforms in their latest survey titled, "The Impact Of AI On The Consumer's Browsing Behavior". Consumers are increasingly relying on AI for product discovery, answers, and summarization, which shows that AI is reshaping information-seeking habits-especially in younger and digitally native groups.

The data reveals that consumers are also aware that "free" AI comes with a trade-off: they'll see more ads. Most users would accept ad-supported AI models rather than pay. But they expect these ads to be part of an ethical and user-friendly design. This trend aligns with a broader industry shift toward "native" or contextual advertising within generative AI experiences.

The survey gathered the insights of over 4,000 adult respondents across six countries in North America and Europe to understand awareness, usage, and perceptions of AI, and how these factors are shaping their browsing habits and interactions with digital content for consumers.

With the rise of AI platforms, consumers are increasingly turning away from traditional search engines for their questions. People want fast, short, and efficient answers as opposed to long articles or complex searches.

Key findings of the report for US-based respondents include:

• Three-quarters of respondents (75%) are open to seeing relevant sponsored ads, and users want clear labeling and control (opt-out ability, ad frequency control) to feel comfortable with commercial content integrated into AI platforms.
• AI is starting to replace traditional search platforms, with 33% of users utilizing fewer search engines and 75% using AI for quick facts or summaries.
• A significant majority (78%) access AI platforms via smartphones, emphasizing mobile-first usage patterns.
• Users prioritize accurate responses (67%), followed by user-friendliness (56%) and data privacy (37%).
• Consumers trust AI broadly, but 66% double-check answers, signaling measured confidence rather than blind faith.
• The tasks people are most willing to hand over to an AI assistant are making product/service recommendations (63%) and delegating online shopping (40%).

The survey was commissioned by Equativ and fielded from July 30-31, 2025, among 4,000 (1,383 U.S.) adults ages 18-55+. Respondents were selected from an opt-in online panel. Questions were focused on five key topic areas: Awareness & Adoption, Usage Frequency & Habits, Expectations & Gaps, Advertising & Commercial Content, and Changing Behaviors. Data represents the opinions of respondents.

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Read Digiday Article: How AI is rewriting the rules of search and shopping - by the numbers