Omnichannel Search: From Google to perplexity.ai, How Information Retrieval Evolves Before a Purchase.

In a world filled with an abundance of content but very few answers, Italians are seeking the most effective way to find the information they need by utilizing multiple search properties. How is their information-seeking behavior changing? What are their expectations regarding artificial intelligence applied to search? Whom do they trust before making a purchase? The data from the FIND Observatory tells the story of how Italians search online before making a purchase and how this behavior is evolving.