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According to a new report from IAB and Talk Shoppe, AI is now the second most influential shopping resource, behind only search engines.
The report, “When AI guides the shopping journey: opportunities for marketers in the era of AI-driven commerce,(no registration required) found that AI surpassed 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% say 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 that AI recommendations feel personal.
- 83% think it makes shopping more fun.
AI usage is highest at the beginning and middle of the shopping journey, where consumers use it for research and comparison to provide clarity while shopping. More than 80% of shoppers considered AI most effective when researching and comparing products.
AI also enables the discovery of new products and brands, the research shows. Nearly 90% of shoppers say AI helps them discover products they wouldn’t have found otherwise, and 64% had AI bring up a new product during the session.
Previous diagram: AI is changing marketing agencies’ hiring practices
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About the author
Mike Pastore is 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 went on to work with marketers at some of the best-known brands in B2B technology, creating content for marketing campaigns at both Jupitermedia and QuinStreet. Before joining Third Door Media as editor-in-chief of the MarTech website, he led demand generation at B2B media company TechnologyAdvice.
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