AI services are increasingly influencing consumer behavior, with 38% of respondents reporting that their final purchase often or almost always matches AI recommendations. According to the study, 52% of users believe AI helped them discover new brands, while 43% noted that these tools expand their selection options.
Users are more willing to delegate labor-intensive information tasks to AI than transaction-related actions. Specifically, 56% of shoppers are ready to fully trust AI for finding the best price and 47% for comparing products. In contrast, only 27% would allow AI to choose the product and 13% are comfortable with AI handling order placement and payment.
The primary motivations for using AI in shopping are saving time (40%) and gaining a deeper understanding of products (37%), while only 17% use it to avoid researching products themselves. Additionally, 57% of users report a better understanding of product categories after interacting with AI.
When reviewing AI-generated responses, users prioritize price (36%), product ratings (31%), and overall utility (31%), whereas brand importance, despite being significant to 71% of overall respondents, is only the first point of focus for 17% of them.
Two-thirds of shoppers make purchases immediately after interacting with an AI service, with 52% doing so sometimes and 14% often. Furthermore, 49% of respondents agree that AI is replacing the need to read customer reviews. In cases of conflict between AI and reviews, 53% of users would double-check the information, while 14% would trust the AI over the reviews.