-

Clutch and Compose.ly Survey Reveals How Consumers Actually Engage With Online Content in 2026

Research shows AI changes where readers start, not where they finish.

WASHINGTON--(BUSINESS WIRE)--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.

“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.”

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.

The full report is available on Clutch.

ABOUT CLUTCH

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.

ABOUT COMPOSE.LY

Compose.ly is a content marketing and seo agency that helps brands like WebMD, Calendly, Money.com, TED, and Get Your Guide turn organic content into measurable growth across search, AI platforms, social, and newsletters. What began as a trusted content writing service has grown into a fully integrated marketing partner, combining strategy, SEO, content creation, paid media, and analytics under one roof. Compose.ly has been named to the Inc. 5000 list for three years running, and was recognized as a 2025 Inc. Power Partner, an honor based on client testimonials and interviews.

Contacts

press@clutch.co

Industry:

Clutch and Compose.ly

Release Versions
English

Contacts

press@clutch.co

More News From Clutch and Compose.ly

Clutch Report: 95% of Small Businesses Felt Prepared for a Cyberattack. 68% Were Still Hit

WASHINGTON--(BUSINESS WIRE)--New research from Clutch finds that 68% of small businesses have experienced a cyberattack or security breach, despite 95% believing they had sufficient security measures in place and 64% rating their cybersecurity posture as strong.Clutch surveyed 562 U.S. small business owners who had experienced a cyberattack to understand how businesses recover, respond and strengthen their cybersecurity after an incident.The research found that cyberattacks can create operationa...

Clutch Launches Clutch Guarantee, a Risk-Free Way to Hire a Service Provider

WASHINGTON--(BUSINESS WIRE)--Clutch today launched Clutch Guarantee, a 14-day, no-questions-asked refund guarantee from participating providers. Buyers who aren't satisfied within 14 days can cancel in writing and get 100% of eligible project fees back. "For years, Clutch has helped buyers answer this question: can this provider deliver? Verified reviews answer it by showing how a provider performed for other clients," said Amanda Baum, Senior Vice President of Product at Clutch. "But the next...

Clutch Report: Employees Are Quietly Building Their Own AI Agents, Most Have Access to Company Data

WASHINGTON--(BUSINESS WIRE)--Clutch, the leading B2B ratings and reviews platform, today released new research on employee-built AI agents. Sixty-four percent of full-time workers surveyed have built their own agent, and 91% of those agents have access to company data, including customer or client records and financial information. While employee experimentation with AI is growing quickly, oversight may not be keeping pace. Eleven percent of workers say their agent has already exposed or mishan...
Back to Newsroom