Should We Trust AI Search Results? And What It Means for Charities

6 October 2025

A Digital Dispatch by Sian Jamieson, Partnership Lead

AI SEO

Sian Introducing the blog: Should We Trust AI Search Results. "For charities, the real question is less about trusting AI and more about being trusted within AI." 3 minute read.

If you’ve Googled something recently, chances are the first thing you saw wasn’t a list of websites — it was an AI Overview: a neat little paragraph claiming to have the answer. Convenient? Absolutely. Trustworthy? That’s the question.

TL;DR No Time? No Problem

AI search is here, but trust is shaky. Charities can stay visible (and credible) by focusing on:
Solid SEO foundations (clear, accessible, human-first content).
AI-friendly structures (FAQs, schema, headings).
Building trust directly with supporters beyond search.

The trust gap

Recent studies show that more than 70% of people have spotted mistakes in AI search results. From missing context to biased or even unsafe advice, trust is low — only 8% of users say they always trust AI summaries. Yet, here’s the paradox: even with scepticism, people are still using them, and often not clicking through to the original sources.

For charities and nonprofits, that’s a double-edged sword. On the one hand, AI summaries might introduce your organisation to someone searching for information. On the other, if supporters find their answer in the summary, they may never reach your website, cutting off opportunities to connect, fundraise, or engage.

What’s really changing?

Zero-click searches are rising: More people stop at the AI box instead of visiting websites.
Traditional SEO still matters: Search engines still rely on content, links, and trust signals to fuel those summaries.
AI search is selective: It doesn’t just rank content — it chooses content. Structured, trustworthy, and well-formatted sites are more likely to be cited.

In short: AI isn’t making SEO redundant, but it is changing the game.

What charities should do next

Keep investing in SEO basics
Quality, human-checked content still fuels AI search. If your site explains your cause clearly, answers real questions, and is technically sound, you’re more likely to be picked up in summaries.
Think “AI-friendly” formatting
Use FAQs, clear headings, bullet points, and schema markup where possible. These make it easier for AI systems to understand — and select — your content.
Double down on trust
AI search is messy. People increasingly look for credibility signals: citations, transparent sourcing, and organisations they recognise. Charities already have an advantage here: purpose, transparency, and trust are your currency.
Don’t put all your eggs in Google’s basket
Traffic from search may dip. That means newsletters, social media, and direct supporter relationships matter more than ever. Use your owned channels to build loyalty so you’re not at the mercy of search algorithms.

So, should we trust AI results?

The answer is: not blindly. AI search is fast and convenient, but not infallible. For charities, the real question is less about trusting AI and more about being trusted within AI.

By creating accessible, reliable, values-driven content, you help shape the answers people see — and keep your cause visible in a changing digital landscape.

FAQs: Friend, Foe… or Just Fuzzy Logic?

1: Can charities rely on AI Overviews to get information?

Not entirely. While AI Overviews can be handy for quick facts, they’re often inaccurate or missing context. Think of them as a starting point, not the final word. For anything important — especially strategy, fundraising, or policy work — you should double-check the original sources.

2: Will AI search make SEO irrelevant for charities?

Nope. SEO is still the engine that powers what AI pulls into its summaries. Strong, accessible, human-first content is more likely to appear in AI results. So SEO isn’t dead — it’s just wearing a new outfit.

3: How can small comms teams prepare for AI-driven search?

Keep it practical:
Write clear, FAQ-style content on your site.
Use schema markup to help machines “read” your content.
Double down on trust signals (case studies, transparent sourcing, accreditations).
Strengthen your direct channels like newsletters and social, so you’re not fully reliant on Google.