At Riithink, one of our core responsibilities is keeping a close watch on how consumer behavior shifts over time. Today, that includes monitoring the way AI is gradually becoming part of how people search, evaluate, and choose your products or services.
AI isn’t replacing traditional search overnight. Instead, it’s becoming another tool in the decision-making process. By looking at Google trends, referral traffic, and other analytics, we can see how different audiences are starting to use AI alongside familiar platforms like Google and Bing to consider your products and services.
AI infusion and knee jerk reactions to change marketing strategy overnight or quickly infuse AI can have detrimental effects. Timing is EVERYTHING!
- $35–40 billion has been invested into AI projects by U.S. companies—but nearly 95% of those projects delivered no return on investment (ROI)
- While expert commentary doesn’t always cite a specific dollar figure, notable experts like Stanford’s Erik Brynjolfsson warn that “billions of dollars are being wasted on artificial intelligence” largely due to lingering experimentation without clear business alignment.
What your Riithink team is observing on a grand scale
- Yes – More than 40% of consumers say they’re using AI tools daily. So the Riithink team will closely monitor how consumers are using AI relative to your business and your target audience.
- Most consumers double-check AI answers with traditional search engines. That’s why keeping your website, Google Ads, and social presence aligned with a strong SEO strategy remains critical — and still offers the greatest opportunity to drive revenue.
- Trust in AI varies widely depending on the person’s age and comfort with technology.
- AI platforms like ChatGPT are now aggregating product and service integrity recommendations from established publishers such as Newsweek and similar outlets. Because of this shift, we may recommend more publication placements than in the past. These platforms pull knowledge from sources where businesses often invest in awards or paid features—meaning placements in credible publications can now extend beyond brand visibility to also influence how AI presents your company.
Your demographics play an important role
How your audience uses AI depends on who they are:
- Gen Z often tries AI for brainstorming and “how-to” help, but checks ideas against social media.
- Millennials are comfortable blending AI and traditional search as part of their process.
- Gen X values AI for summaries but still leans on search engines for reliable information.
- Boomers remain largely focused on Google and Bing, less likely to explore AI tools at this stage.
Your marketing approach should reflect the habits of your target audience, not just the newest trends.
How Riithink helps
We take a methodical approach to understanding how AI fits into the bigger picture. By monitoring analytics and watching how your specific audience is engaging with search tools, we make sure your strategy evolves naturally, without overreacting to short-term changes.
Our goal is to position your business so that when your audience begins to use AI more actively, your information is accurate, visible, and consistent. It’s not about chasing every new tool it’s about ensuring your business is ready, in the right place, at the right time.
During your next strategy calls, your Riithink Account Manager will be working with you to discuss the changes required or additional services necessary to capitalize on AI and make it a win-win for your organization!
