Misinformation is everywhere, and Americans are losing trust in what they see online. A recent survey of 1,000 people reveals that nearly 60% have abandoned a news source due to bias, only 12% fully trust search engine results, and AI-generated content is met with skepticism.
With search engines, influencers, and AI shaping what we read and believe, one important question lingers—can we restore trust in digital information?
Where Do People Turn for Reliable Information?
Search engines are still the most trusted source of information, with 52% of Americans relying on them.
However, only 12% fully trust search results. Rather than clicking on the top-ranked link, 59% of people opt for brands they already know. This shows that trust in familiar names matters more than search engine rankings.
Meanwhile, trust in traditional news outlets is fading. Nearly 60% of Americans have stopped following a media source due to perceived bias.
Online influencers, once seen as authentic voices, rank at the bottom of the trust scale, with only 3% of people considering them reliable.
AI-Generated Content: Helpful or Misleading?
Artificial intelligence is increasingly influencing the content available online. Although 70% of individuals can identify AI-generated material, merely 33% place their trust in it.
Furthermore, even among those who utilize AI, one in three continues to verify the information for precision.
People seek transparency; 90% of Americans think that AI-generated content should be clearly marked.
For instance, Google assesses content through its E-E-A-T system (Experience, Expertise, Authoritativeness, and Trustworthiness), but many users remain skeptical about whether search results truly prioritize quality.
Bias in News and Search Results
Many assume social media is the biggest source of bias, but the survey shows that TV news is seen as the most biased (38%), followed by online influencers (27%).
Social media ranks lower, at 17%, yet still plays a major role in shaping opinions.
People are also divided on search result personalization. Nearly half (47%) want a variety of viewpoints, while 28% prefer content tailored to their interests.
How Search Habits Differ by Generation
Different age groups approach online searches differently:
- Baby Boomers (50%) and Gen X (52%) are drawn to compelling headlines.
- Millennials (55%) and Gen Z (63%) rely more on star ratings and reviews.
- Millennials and Gen Z (64%) have the highest trust in search results, while only 44% of Baby Boomers feel the same.
- Gen Z is the most dedicated to fact-checking, with 70% verifying information before believing it, compared to just 40% of Baby Boomers.
Can Trust in Online Information Be Restored?
With trust at an all-time low, what can be done to improve online credibility? Here are a few pointers to consider.
Label AI Content Clearly – People want to know when AI is involved in their search results or news.
Encourage Diverse Sources – Relying only on Google may limit perspectives. Checking multiple sources can help.
Teach Media Literacy – Fact-checking and critical thinking are essential skills for navigating online information.
Brands Must Build Trust – Companies and websites should focus on credibility rather than just ranking higher in searches.
Regulation May Be Needed – Concerns about Google’s influence could lead to increased oversight to ensure fairer access to information.
As AI advances and misinformation spreads, people are becoming more cautious about what they believe online. The real challenge? Separating fact from fiction in a world where information is more accessible—but also more misleading—than ever.
Key Takeaways
- Only 12% of Americans fully trust search engine results, and nearly 60% have abandoned a news source due to perceived bias.
- People are twice as likely to click on a brand they know rather than the top-ranked search result, showing the power of brand trust.
- While 70% of users can identify AI-generated content, only 33% trust it, and 90% want AI content to be clearly labeled.
- Millennials and Gen Z are more likely to trust search results but also more likely to fact-check, with 70% of Gen Z verifying information.
- Almost half of users want a wider range of perspectives in search results, but many still prefer content tailored to their interests.
Dileep Thekkethil
AuthorDileep Thekkethil is the Director of Marketing at Stan Ventures, where he applies over 15 years of SEO and digital marketing expertise to drive growth and authority. A former journalist with six years of experience, he combines strategic storytelling with technical know-how to help brands navigate the shift toward AI-driven search and generative engines. Dileep is a strong advocate for Google’s EEAT standards, regularly sharing real-world use cases and scenarios to demystify complex marketing trends. He is an avid gardener of tropical fruits, a motor enthusiast, and a dedicated caretaker of his pair of cockatiels.