Research shows AI changes where readers start, not where they finish.
Clutch, in partnership with Compose.ly, released new research on how consumers engage with content in an AI-driven landscape. Surveying 444 U.S. consumers, the study found that while AI is increasingly used for discovery, long-form content remains critical for decision-making.
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“It’s more important than ever for brands to invest in an intentional and consistent content strategy,” said Nicole MacLean, CEO of Compose.ly. “Content that helps buyers solve a problem from brands that are trusted will win in the post-AI landscape.”
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Key findings:
- AI supports discovery, but doesn’t replace content: 68% have used AI instead of reading an article, yet 83% still read full articles or reviews before making a purchase.
- Format depends on intent: 45% prefer summaries for quick answers, while 35% choose long-form content for deeper research.
- Articles remain essential: 70% have watched a short-form video and then sought out a longer article to learn more.
- Trust matters: 66% are more skeptical of fully AI-written content, and nearly 40% trust content from recognizable publications most.
Clutch powers how businesses discover, evaluate, and hire the right B2B service partners. Through verified reviews, structured comparisons, and intelligent matching, Clutch helps business leaders make confident decisions about the expertise they rely on, wherever their search starts. As B2B discovery evolves across marketplaces and AI-driven search, Clutch delivers the credibility signals and visibility that both buyers and providers need to navigate an increasingly complex decision environment. Today, over 400,000 service providers across more than 1,900 categories trust Clutch to connect them with buyers ready to hire.
