AI Gains Influence with Shoppers, but Search Still Rules

Why It Matters

The findings signal a rapid shift in the consumer journey, forcing marketers and retailers to embed AI‑driven experiences to stay competitive, even as search retains its top spot. Ignoring AI’s growing sway could erode brand relevance and miss new discovery opportunities.

Summary

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.