For years, consumers have used search engines, websites, or recommendations from family and friends to discover products and make purchasing decisions.
Enter artificial intelligence. Technology, which is already changing so much, is also changing shopping.
According to PwC research, AI tools are the third most popular channel for product research among consumers, behind search engines and retailer websites and apps.
A PwC survey of 1,000 consumers found that 44% said AI has reduced their use of search engines when researching purchases.
PwC partner Phil Wheeler said this was an important finding, highlighting the beginning of an evolution for consumers.
“They are using it primarily in the early stages of shopping at the moment,” he said.
This means that consumers are using AI for product inspiration, comparisons, price options, and price benefits, rather than making the purchase itself.
Phil Wheeler, PwC partner.
Provided by / PwC
“This is what we think [the latter point] It’s really about trust in AI and the evolution of AI. So AI is not perfect yet and is still a work in progress,” he said.
Wheeler said companies need to act to better respond to changing consumer behavior.
“I think consumer brands and retailers need to start adapting how they present themselves in the marketplace,” he said.
“It can no longer be accommodated. [just] Search engine optimization…or social media. ”
Wheeler said the question became, “How does AI see me as a brand? What kind of recognition does it provide when a consumer searches for or prompts a specific product?”
For companies, the PwC report said, it raised questions about the discoverability of products and services within AI-driven experiences, and whether production information was structured, accurate, and reliable.
And it also raised questions about how marketing and online strategies should evolve as consumers bypass traditional search methods.
PwC said the next stage in the evolution of AI is already emerging, where AI agents will be able to act on behalf of consumers from comparing products to completing a purchase.
The report said that although agency commerce is in its early stages, the findings suggest that adoption has already begun.
They found that 31% of consumers are already reluctant to have an AI agent complete a purchase on their behalf.
