定性研究：生成式人工智能（GenAI）搜索的用户体验

Prepared by YouGov Qualitative 1Introduction2Executive Summary3Pre-task – results4Online in-depth interviews – results4.1Preferred online search experience4.2Use of traditional online search & AI search summaries4.3Use of AI search chatbots Introduction1 In 2025, Ofcom commissioned YouGov to conduct qualitative research to exploretraditionalonline search experiencesandGenAI search experiencesamong UK adult internet users.We define these experiences as follows: Background •Traditional online searchoccurs when a user enters a query online using tools whichreturn a ranked list of URL (Uniform Resource Locator) links that users can visit to findinformation (e.g., Bing, Google, Yahoo). •GenAI searchoccurs when a user enters a query online and receives direct, natural-language responses. This includes:•AI search chatbots(‘AI chatbots') which provide a conversational search experience by answering questions using selected sources and supporting follow-up questions(e.g., ChatGPT).•AI search summaries(‘AI summaries') which provide direct responses to user questions through a summary of selected sources, typically shown above a rankedlist of URL links within a traditional online search tool (e.g., Google AI overviews). Notes: It was not possible to determine with certainty whether participants were consistently referring to AIsearch chatbot interactions that retrieved real-time online information, or those that relied solely on the AIchatbot’s pre-trained model data. This ambiguity arises because both types of interactions are encompassedwithin participants’ typical search behaviours, which made it difficult to distinguish between them in the study. This research was commissioned for Ofcom to understand the motivations and concerns of everyday userswhen using search tools, which can help inform Ofcom’s regulatory work. However, given that GenAI searchcovers a broad range of products, this research does not take a view on whether any named services orparticular types of services referenced in our materials could be considered a 'search service' within themeaning of the UK Online Safety Act 2023 (OSA), or whether they fall within the scope of the OSA. The opinions expressed by participants are their own and do not represent Ofcom’s views or positions. Research Objectives Research Questions Through this research, we aimed to explore and understand: •Current behaviours and preferences of users searching online;•How behaviours and preferences during online searches may differ fordifferent subject matters;•What factors influence people’s decisions to choose GenAI searchversus traditional search for finding information online (and viceversa);•What negative experiences are encountered whilst using GenAIsearch, including on both AI search chatbots and AI searchsummaries;•People’s general attitudes and opinions on using AI search chatbots tosearch for information online, including whether they are aware of anysafety mechanisms; and•Any unprompted views or concerns that people raise about GenAIsearch experiences. Methodology and Guide Structure Methodology Interview Structure Prior to the interview, participants completed apre-task by conducting five online searches usingthe tools they normally access. Three of thesearches were specified and two were of theirchoice. The specified tasks listed 3-4 questions,and participants were asked to select one toresearch. The specified topics covered:oHealth and wellbeing YouGov Qualitative conducted 24 online in-depth interviews lasting between 30 to 45minutes between 17th of June and 3rd of July 2025. Sample frameincluded:oA mix of ages (17+), genders, social grades, regions and education levels oInclusion of ethnic minorities (5 out of 24)oEqual split by self-reported digital confidence – very high, high and mediumoMix of browser and search tool useoMix of favourability towards and understanding of AI oFinance and money managementoNews and current affairs The analysis was undertaken by researchers who conducted the fieldwork. Data wasanalysed using thematic analysis and key recruitment criteria – demographics andlevel of digital confidence. There were only a few areas where differences wereobserved between these subgroups – they have been stated in the report whereverapplicable. Findings that are discussed without subgroup differences refer to viewsthat were expressed by the whole sample. The interviews started with participants reflectingon their pre-task, followed by a discussion aboutparticipants' preferred online searching tools,experience and views on traditional and GenAIsearch. ExecutiveSummary2 The online world israpidly changing, especially considering the emergence of technologies such as GenAI search tools. Consumers’attitudes and behaviours when searching for information online are likely to change as a result of these continuous technologicaldevelopments. Based on the24 UK internet users interviewed in our qualitative study in July 2025, we observe