Survey: GenAI gains ground with consumers for product research
Shoppers are continuing to utilize artificial intelligence to research products, even if they end up buying the item in-store.
Most (77% ) respondents research products online before buying, regardless of if the purchase happens online or at a physical store, according to Enterprise AI platform Covero's fifth-annual Commerce Relevance Report. More than six-in-10 (62%) consumers claim they are more likely to make purchases with Generative AI-driven guidance. This figure rises for younger generations, such as 68% for millennials.
Coveo’s data echoes a recent Attest report, which found that nearly half (49%) of U.S. consumers now profess to using AI tools when researching a purchase, a six-point increase from its survey from last year.
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Social media often sparks purchase ideas for consumers, but the majority of transactions are completed elsewhere. Coveo found that nearly three-quarters (73%) of those surveyed find products on social media, but only 37% finish purchases there. While younger generations, such as Gen Z (58%) and millennials (54%), tend to be more comfortable purchasing directly on social platforms, older shoppers gravitate toward trusted environments like e-commerce sites.
Coveo also found that bad search experiences are driving shoppers away. Nearly three-quarters (72%) of consumers said they abandon an e-commerce site when they can't find what they need quickly, with 53% turning to Google and 36% heading straight to a competitor. This is especially true for Gen Z, millennials and shoppers from higher-income households who are quick to move on if their expectations aren't met.
"Consumers increasingly expect GenAI to enrich their shopping experiences, making them more relevant, convenient, and informative," said Peter Curran, general manager of commerce at Coveo. "GenAI doesn't replace search – it enhances it by seamlessly integrating into key touchpoints like the search bar, product pages, and shopping carts. It reshapes how consumers discover and select products – strengthening the connection between retailers and their customers while driving higher conversions and revenues."
Coveo partnered with Arlington Research to survey 4,000 U.S. and U.K. consumers for its report.
