Disruption could be greatest for healthcare and B2B tech. On May 30, 2024, AI Overviews were shown for almost two-thirds (63%) of healthcare-related queries and nearly a third (32%) of B2B tech searches, according to BrightEdge. But they were shown in virtually none of the restaurant- and travel-related queries.
Adobe's research shows B2B tech marketers are acutely aware of these challenges, with 55% citing quality and customer trust as their top concern in managing AI-generated content, followed closely by content monitoring at 53%. Consumer skepticism remains high, with 65% of US adults feeling uncomfortable with AI-generated content in ads, suggesting businesses must be transparent about their AI usage.