B2B Growth News and Headlines

AI Gains Influence with Shoppers, but Search Still Rules

AI has risen to become the second‑most influential source for shoppers, trailing only search engines, according to a new IAB and Talk Shoppe report. Forty‑six percent of "AI shoppers" say they use AI on most or every purchase and 80 % expect to rely on it more, with over 70 % crediting AI for anticipating their needs and 85 % noting its personalized recommendations. The technology is most valued during the research and comparison phases—more than 80 % say AI is most effective there—and nearly 90 % say it helps them discover products they wouldn’t have found otherwise. AI now outpaces retailer websites, apps, and even friends and family in shaping purchase decisions.