AI gains influence with shoppers, but search still rules
Consumers say AI predicts needs before they ask, which explains why it carries more influence than friends.
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Source: “When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI-Driven Commerce,” IAB & Talk Shoppe.
AI is now the second most influential shopping source behind only search engines, according to a new report from IAB and Talk Shoppe.
The report, “When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI-Driven Commerce,” (no registration required) found AI surpassed retailer websites, apps, and even recommendations from friends and family in influencing shoppers.
Additional findings from the study include:
- Among “AI Shoppers,” 46% say they use AI “most or every time” they shop, and 80% state they expect to rely on it more in the future.
- More than 70% of shoppers say AI often anticipates their needs before they even ask.
- 85% agree AI’s recommendations feel personalized.
- 83% find it makes shopping more enjoyable.
AI usage is highest in the beginning and middle of the shopping journey, where consumers leverage it for research and comparison to provide clarity while shopping. More than 80% of shoppers deemed AI most effective when researching and comparing products.
AI also unlocks discovery of new products and brands, the study found. Nearly 90% of shoppers say AI helps them discover products they wouldn’t have found otherwise, and 64% had AI surface a new product in-session.
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Mike Pastore is the Head of Content & Media at Third Door Media, the publisher of the Martech and Search Engine Land websites and the producer of the SMX and MarTech Conferences. In nearly three decades in B2B marketing, Mike has worked as an editor, writer, and marketer. He first wrote about marketing in 1998 for internet.com (later Jupitermedia). He then worked with marketers at some of the best-known brands in B2B tech, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Prior to joining Third Door Media as the Editorial Director of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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