We’re entering a new era. One where AI isn’t just a tool, but a central force shaping how people search, discover, and engage with content. Traditional rules of advertising and discovery aren’t just evolving, they’re being rewritten in real time by AI.
To better understand how this transformation is unfolding, we surveyed 4,000 consumers across North America and Europe. We explored how people are using AI, what they expect from it, and how it’s influencing their online behavior, content consumption, and trust in advertising, especially within AI-powered environments.
What we found is clear: consumer behavior is evolving fast. People expect relevance, transparency, and smarter experiences. For brands and advertisers, this means rethinking how to earn attention and build trust in a landscape where AI is powering the next generation of discovery.
AI Is Accelerating Behavioral Shifts
Consumer adoption of AI is happening faster than many anticipated. For many, AI tools are now embedded into daily routines, marking a profound shift in how people interact with the technology since ChatGPT was first released just three years ago.
The majority of consumers we surveyed have used AI tools, and 67% now engage with them daily or several times a week. Daily use is slightly higher among men (25%) compared to women (20%). Most access AI via mobile (80%), and more than half (56%) use just one device, indicating AI is often leveraged for quick, on-the-go tasks rather than deep research or extended interactions.
AI is now integral to how people work, learn, and connect online. Users rely on it for summarizing content (80%), writing tasks (49%), and research (48%). Yet, despite this growing reliance, trust remains a barrier: 70% of users say they double-check AI-generated responses, and only 21% fully trust them.
As AI tools become more deeply embedded in everyday life, the need for robust technical standards becomes critical for managing data, ensuring privacy, and fostering consumer confidence.
AI Is Redefining Discovery and Displacing Search
Consumers are increasingly turning to AI over traditional search engines to find information, products, and content. Our data shows a marked behavioral shift: 41% of users now rely more on AI for quick answers, while traditional search engine usage is down 38%, and website visits have declined by 30%.
Instead of browsing across multiple sites, users are opting for AI-generated summaries (28%)—favoring speed and simplicity over exploration. This shift underscores a rising demand for streamlined, contextually relevant content delivery.
When we look at the demographic breakdown, we also see some key differences. Men are more likely than women to report reduced use of search engines (41% vs. 33%) and fewer website visits (33% vs. 27%). Younger users (ages 18–30) show the most pronounced shift: 48% report increased AI use, and 36% are visiting fewer websites. In contrast, older adults (46+) are more likely to maintain their traditional browsing habits.
Consumers Are Open to AI Advertising – With Clear Boundaries
As AI tools become more mainstream, consumers are increasingly open to advertising within these environments—if it’s done right. Users recognize the value exchange of ad-supported experiences, especially when they can control the frequency and format.
According to our survey, 81% of users are at least somewhat open to commercial content in AI platforms. Notably, women tend to be more cautious, with a higher percentage expressing resistance. Still, 80% say they would prefer a free, ad-supported AI experience over a paid subscription model.
What matters most to users is control, clarity, and relevance. Sponsored content is welcomed when it’s clearly labeled, contextually relevant, and respects the user’s time. In fact, 75% of respondents across all age groups are comfortable seeing ads during product research if those ads are transparent and useful.
To meet these evolving expectations and protect the integrity of content and advertising in AI environments, the industry needs standards, and that’s where the IAB Tech Lab comes in.
IAB Tech Lab Standards: Building the Infrastructure for AI-Driven Advertising
As the advertising and publishing industries navigate the shift toward AI-powered platforms, the IAB Tech Lab is leading efforts to build the infrastructure for a sustainable, transparent ecosystem. This includes the development of content classification and structured data standards that help AI systems and search engines better understand, attribute, and present publisher content.
To support this evolution, the IAB Tech Lab has introduced the AI Content Monetization Protocols (CoMP) Framework, which is working on several areas of focus:
- An LLM Ingest API that enables publishers to control access and how their content is scraped and monetized by AI systems
- A standardized opt-in tokenization process for AI attribution
- Frameworks for monetization, revenue attribution, and sharing among content creators driving AI engines
Together, these standards and tools are designed to give publishers greater transparency and control, while enabling responsible advertising innovation in AI-native environments.
The Age of AI Attention Is Here
Consumers are quickly adapting to AI and expect brands to do the same. As AI continues to reshape how people discover, consume, and interact with content, the rules of engagement are being rewritten.
The message to advertisers is clear: consumers don’t mind ads when they feel informed, respected, and in control. In this new landscape, relevance, trust, and transparency aren’t optional; they’re essential. In the age of AI attention, the brands that succeed will be those that prioritize transparency, embrace innovation, and help shape this next chapter of consumer engagement, and the IAB Tech Lab’s ongoing work to establish standards will be key to ensuring AI-driven advertising is ethical, effective, and sustainable for the long term.
Curt Larson
Chief Innovation Officer
Equativ