Survey: AI tools playing larger role for online shoppers
A growing number of consumers are beginning to use artificial intelligence tools such as ChatGPT on their shopping journey.
According to a new survey of 200 businesses and 200 online consumers from content management system firm Storyblok, 40% of consumers report regularly using AI services such as ChatGPT when researching products online. Nearly one-in-five (17%) consumers say AI tools are now their top source of information when making a purchasing decision, behind Google (45%) and marketplaces such as Amazon (26%), while only 9% use a brand’s website.
Nearly half (47%) of brands say AI and large language models (LLMs) will significantly redefine their SEO strategies, with 20% saying it will cause a complete overhaul. Storyblok’s survey found that brands expect AI-based search engines to dramatically alter consumer behavior, with 40% expecting more personalized searches and 25% greater trust in search results.
“The speed at which consumers are adopting AI in their everyday lives is unprecedented,” said Thomas Peham, VP of marketing at Storyblok. “In less than two years, 40% of consumers now use AI regularly to help with their online shopping, with close to one-in-five using it as their primary source of information. This is a remarkable change in consumer behavior and one that requires a rapid response from marketing teams.”
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A previous Storyblok survey found that brands and retailers are taking note of consumers’ willingness to utilize new AI tools. Forty-three percent of brands say they are monitoring trends, while 38% are investing in technology, 30% are partnering with providers and 29% are training staff on capabilities. Only 17% are not preparing to integrate AI and LLMs into their marketing strategies.
“Brands can put themselves in the best possible position if they understand the fundamentals of how their customers interact with them, the impact of the user experience, and the effectiveness of all their marketing channels,” added Peham. “Most marketers use AI tools to create more content, but the real challenge is found in using AI tools to create better quality content that generates value for the user.”
