Equativ survey shows 67% of consumers now using AI weekly

On October 22, 2025, ExchangeWire released findings from a consumer survey conducted by Equativ that examined how AI usage patterns are affecting search behavior and digital advertising. The research surveyed 4,000 people across North America and five major European countries, revealing that 67% of respondents now use AI more than once per week.

According to Curt Larson, Chief Innovation Officer at Equativ, the company commissioned the research to determine whether AI adoption extended beyond technology and media circles. "Our first question was like is this an echo chamber effect? We feel like we are all using AI every day," Larson stated in an interview with ExchangeWire COO Lindsay Rowntree. The results confirmed widespread usage across demographics, though younger age groups showed slightly higher adoption rates.

The survey documented substantial shifts in how consumers access information online. According to the research findings, 38% of respondents now use search engines less often, while 30% report visiting fewer websites. These behavioral changes represent a significant departure from traditional internet usage patterns that have underpinned digital advertising for decades.

Larson characterized AI as becoming "the front door to the internet" for many consumers. The research indicated that 60% of survey respondents validate information provided by AI engines by consulting other content sources. This pattern suggests AI serves as an initial information gateway rather than a complete replacement for traditional web browsing.

The survey identified product discovery as a leading use case, with 60% of respondents using AI for this purpose. Travel and restaurant recommendations followed at 48%. According to Larson, these applications demonstrate AI's unique capabilities beyond simple question-answering. "Consumers are starting to see more of the unique capabilities of AI rather than just like a more modern search engine," he explained.

Trust levels in AI responses varied among survey participants. The research found that 21% of respondents trust AI completely, while 60% cross-check results with other sources. Larson characterized this verification behavior as beneficial for both consumers and the broader internet ecosystem. "Consumers trusting what they read on the internet is not a good thing before or after LLMs," he noted, adding that the tendency to verify information helps address concerns about AI hallucinations and information bias.

The findings carry implications for brand visibility strategies. Larson indicated that brands need to approach AI as a new channel requiring distinct considerations. Ensuring accurate product representation in large language models requires clear website structure and accurate content that machines can parse effectively. "Making sure your product is clearly and accurately described on your website and the sort of structure of your website is is clear for a machine to discover and understand," Larson stated.

Some brands and publishers have begun launching their own LLM experiences to engage consumers who specifically want to interact through conversational interfaces. This approach allows organizations to maintain direct relationships with users while accommodating preferences for AI-assisted browsing.

The survey results arrive amid broader industry recognition of AI's impact on digital advertising. Previous research from MediaLink conducted between August and September 2025 found that 84% of marketers observe consumer behavior shifts away from conventional search and web browsing. That study, which surveyed 69 clients and conducted 27 in-depth interviews across North America, EMEA, and APAC, revealed that 45% of respondents plan to moderately or significantly shift brand budgets toward mobile in-app advertising within 12 months.

Publishers face particular challenges from these behavioral shifts. Referrals from AI platforms increased 357% year-over-year in June 2025, reaching 1.13 billion visits compared to 191 billion visits from organic Google search, according to Similarweb data cited in IAB Europe's framework for AI publisher compensation published in September 2025. The news and media sectors experienced even more dramatic changes, with 770% traffic growth from AI platforms during the same period.

Larson acknowledged the disruption publishers experience as consumers bypass traditional websites. "For publishers um AI represents customers and customers that they need to figure out how to better serve and monetize," he stated. The shift creates pressure on publishers to develop new monetization approaches beyond traditional advertising models dependent on direct website visits.

The advertising industry has responded with technical infrastructure developments. Adobe launched its LLM Optimizer on October 14, 2025, providing businesses with tools to monitor and enhance discoverability in generative AI interfaces. That platform enables companies to identify which owned content appears in AI-generated responses and compare visibility against competitors.

Google released an open-source Model Context Protocol server on October 7, 2025, enabling AI tools to query advertising campaigns through natural language interfaces. The development marked a transition from exploration to implementation for AI integration with advertiser accounts.

Ad format implications remain under exploration. Larson indicated that native advertising approaches may prove more effective in AI environments than traditional banner ads. "More native approaches to advertising I do think will become increasingly common and and more effective long term," he stated. The conversational nature of AI interactions creates opportunities for advertisers to participate in discovery processes through relevant, contextual placements.

Measurement frameworks require adaptation for AI-assisted search environments. Traditional metrics like click-through rates become less meaningful when consumers receive synthesized information without visiting publisher websites. Larson suggested that the industry might transition toward measuring more meaningful long-term outcomes like comprehension and brand retention rather than clicks and views.

The survey findings indicate that AI usage patterns vary by demographics and geography. The research covered respondents across the United States and five major European countries. Larson noted that usage appears "across the board across all age demographics," though specific demographic breakdowns were not disclosed in the interview.

Economic considerations affect how publishers approach AI integration. According to Adobe data from September 2025 cited in the LLM Optimizer announcement, visitors arriving from generative AI sources demonstrated 12% higher engagement through longer visits and more page views. These users also converted at rates 5% higher than traffic from traditional sources including paid search, organic search, social media, email, and affiliate channels.

The advertising technology sector continues developing solutions for AI-powered environments. Kontext secured $10 million in April 2025 to scale its platform that generates contextually relevant advertisements within AI chatbots and conversational interfaces. The company reported average revenue per user improvements from $0.24 to $0.40 among GenAI applications implementing its advertising layer, representing a 66% increase.

Industry standardization efforts have encountered obstacles. Adoption of llms.txt protocol stalled as major AI platforms ignored the proposed standard, according to July 2025 reporting. Server log evidence indicated that AI crawlers do not request llms.txt files during website visits, demonstrating zero actual utilization despite promotional recommendations from some marketing tools.

Larson cautioned against excessive concern about the changes. "I don't think the world is disappearing. People tend to overdramaticize these transitions," he stated. He characterized the situation as a hype cycle that will eventually stabilize as the industry determines where AI and LLMs work effectively for consumers and businesses. "It's a new tool for consumers. It's a new channel for brands. It's a new customer for publishers," he explained.

The chief innovation officer emphasized opportunities alongside challenges. AI enables better creative development, more targeted advertising, improved attribution modeling, and enhanced campaign optimization. Teams at Equativ use LLMs daily to improve work quality, speed, and accuracy. "It's exciting from like a daily work life perspective in terms of how we do our own jobs," Larson noted.

Implementation remains experimental across the industry. Organizations test approaches, evaluate effectiveness, and adjust strategies as AI capabilities continue advancing rapidly. "The pace of change is really fast. It's very easy to feel behind and feel like you're not keeping up," Larson acknowledged.

The survey results provide data for strategic planning as marketers navigate the transition. Larson recommended that brands and publishers engage with technology partners to discuss AI strategies, measurement approaches, and testing opportunities. "Nobody's got all the answers. We don't have all the answers. No one no one does," he stated, describing the situation as an industry-wide effort to navigate changes together.

Consumer behavior monitoring will continue as AI capabilities expand. The Equativ survey established baseline adoption metrics across North America and Europe, documenting usage patterns, trust levels, and application preferences. Future research may track how these patterns change as AI systems improve and consumer familiarity increases.

The October 22, 2025 findings arrive approximately three months after IAB Europe revealed that 85% of companies already deploy AI-based tools for marketing purposes in its September 18, 2025 report. That research found targeting and content generation lead adoption patterns, with 64% and 61% of respondents respectively using these functions.

Marketing professionals continue assessing how to allocate resources between traditional web optimization and AI visibility strategies. The behavioral shifts documented in the Equativ survey suggest that brands cannot ignore AI channels while maintaining effective digital presence. Simultaneously, traditional search and website traffic remain significant components of digital marketing strategies.

The research methodology involved surveying a representative sample of 4,000 individuals. Demographic quotas ensured coverage across age groups and geographic regions. The survey examined usage frequency, application types, trust levels, and behavioral changes related to AI adoption. Equativ released an infographic visualizing key findings alongside the ExchangeWire interview.

Larson's role as Chief Innovation Officer includes overseeing how Equativ incorporates AI into products for customers and internal operations. The company develops advertising technology that serves publishers and advertisers across digital channels. Enhanced ad formats represent one area where Equativ differentiates itself through focus on consumer behavior and metrics like comprehension and brand retention rather than clicks.

The survey documentation provides industry stakeholders with consumer perspective data as platforms and advertisers develop AI strategies. Combined with parallel research on advertiser adoption, publisher economics, and technical infrastructure, the findings contribute to understanding how AI reshapes digital advertising ecosystems.

Timeline

• July 7, 2025: Google announced exploration of MCP server capabilities for AI integration with advertising platforms
• July 2, 2025: llms.txt protocol adoption stalled as major AI platforms ignore proposed standard
• August-September 2025: MediaLink conducted research showing 84% of marketers observe consumer shift from traditional web browsing
• September 2025: IAB Europe published framework for AI platform compensation to publishers
• September 10, 2025: Adobe launched AI agents for enterprise customer experience management
• September 18, 2025: IAB Europe revealed 85% adoption rate of AI-based tools among European advertising companies
• October 7, 2025: Google released open-source Model Context Protocol server enabling AI tools to query advertising campaigns
• October 9, 2025: MediaLink presented findings at Advertising Week New York showing 45% plan budget shifts toward mobile apps
• October 14, 2025: Adobe introduced LLM Optimizer for businesses to track AI visibility
• October 22, 2025: Equativ survey findings released showing 67% of consumers use AI more than once weekly

Summary

Who: Equativ, an advertising technology company, commissioned the research. Curt Larson, Chief Innovation Officer at Equativ, discussed findings with ExchangeWire COO Lindsay Rowntree. The survey examined 4,000 consumers across North America and five European countries.

What: The survey documented AI adoption rates and behavioral changes among consumers. Key findings included 67% of respondents using AI more than once per week, 38% using search engines less often, 30% visiting fewer websites, 60% using AI for product discovery, and 48% using AI for travel and restaurant recommendations. Trust patterns showed 21% trusting AI completely while 60% cross-check results.

When: The survey findings were released on October 22, 2025, through an ExchangeWire podcast episode. The research was conducted prior to this date, with specific fieldwork dates not disclosed in the interview.

Where: The research covered North America and five major European countries. The survey examined representative samples across these geographic regions, with demographic quotas ensuring coverage across age groups. The findings reflect AI usage patterns in developed markets where AI tools have achieved significant penetration.

Why: Equativ commissioned the research to determine whether AI adoption extended beyond technology and media circles into broader society. The survey addressed questions about consumer behavior changes, trust levels, and application preferences as AI becomes integrated into daily internet usage. The findings inform strategic planning for brands, publishers, and advertising technology companies adapting to AI-assisted search and discovery patterns that affect digital marketing effectiveness and monetization approaches.