A new survey shows consumers are turning to generative AI to compare features, validate product claims, and simplify decision-making during online shopping journeys.
Key behaviour shifts:
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AI as a shopping companion: Shoppers use generative AI to summarise reviews, clarify specifications, and guide choices.
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Demand for transparency: Consumers still expect clear, trustworthy product information—regardless of whether it’s AI-assisted.
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Reduced decision fatigue: AI tools are helping streamline complex comparisons, especially in categories with high spec variation.
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Hybrid journeys strengthen: Even digital-first shoppers combine AI guidance with physical discovery moments.
Why this matters for consumer behaviour:
Generative AI isn’t replacing product content i.e it’s reshaping how shoppers interpret it. As expectations shift, clarity, credibility, and consistency become even more essential across all touchpoints.
Understanding how technology changes decision-making is key to staying relevant.
Follow ELMA for weekly insights on evolving shopper behaviour and how in-home media continues to influence decisions alongside digital and AI-driven journeys.