• by Laurie Sullivan , Staff Writer, April 14, 2026

AI search appears to have a trust problem. About 65% of Americans have used artificial intelligence (AI) search in the past six months, but only 15% trust it “a lot," a recent study finds.

Consumers are unlikely to use technology they don't trust, especially in ecommerce. To understand how to earn consumer trust as it adds more automation and AI, Yelp commissioned Morning Consult to survey 2,202 U.S. adults between February 26 and 28, about their use of AI-powered search.

When breaking down the study into generations, the study shows Gen Z embraced AI tools at the highest rate, but also hold the tools to a higher standard. The survey found that 84% of Gen Z have used an AI search platform in the past six months and 60% use them to find local businesses at least once monthly.

Gen Z is more likely to demand evidence than any other generation, with 72% saying AI search platforms should provide more proof of trusted sources such as links to review platforms or news sites, and 61% who say that seeing quotes or excerpts from verified user reviews would increase their trust. 

The research shows trust remains low despite high adoption rates. Consumers are not ready to cede decision-making to AI, and they still want to know where the information comes from.

Some 51% of respondents say AI query results feel like a "walled garden," making it difficult to verify what they read. 

Some across the industry define Yelp as a “walled garden,” which makes this finding even more interesting. The research suggests AI search requires, “authentic human content,” which Yelp is known to support on its site.

Consumers want proof of trusted sources, with 72% saying AI platforms should always show where their information comes from.

Some 69% want the option to do their own research by leaving AI platforms and visiting trusted sites for more information, while 66% want more proof of trusted sources like links to news sites or review platforms, and 52% say seeing visual evidence of recommendation.

The stakes are higher for local search, with 57% of respondents saying they use AI tools to find local businesses at least once monthly.

Consumers were clear about what matters most when using AI tools to find local businesses, with 76% saying it is important to see where the information comes from, 76% saying that finding multiple reliable sources of information is important, and 73% who place importance on ratings and reviews from real customers.

It goes further, with 65% saying the ability to take action such as making a reservation or booking a service on trusted platforms is important when using AI tools for local discovery.

It’s also important to note that two additional and separate preference tests were commissioned by Yelp and conducted by Lyssna on April 2, 2026, among 200 U.S. adult respondents. Participants were compensated for the study, which included one test that simulated a restaurant search and the other that simulated an HVAC search.

Each test gauged respondents' preferences by presenting two AI search results page designs -- one that featured links to trusted sources, including Yelp photo and review snippets and task completion options, and one without.