Shoppers Rely On AI For Product Discovery But Trust Reviews
AI assists shoppers in finding products, but reviews and price comparisons remain crucial in making purchasing decisions. This behavior signals that AI recommendations are just a starting point.
Original reporting · digiday.com
Original: “AI boosts discovery but reviews still seal the deal, new research shows”
Read “AI boosts discovery but reviews still seal the deal, new research shows” at Digiday →
How this was written. Gosling Marketing Studio wrote this article with a language model from Digiday’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Digiday’s report
- AI assists shoppers in finding products, but reviews and price comparisons remain crucial in making purchasing decisions.
- Brands must provide accurate product information and real reviews to convert potential customers.
- AI plays a limited role in the final stages of the purchasing process, with shoppers relying on other factors such as reviews and shipping policies.
A recent survey by Feedvisor found that a significant number of shoppers use ChatGPT to start their product search, but few make purchases directly from the platform. Instead, they visit other websites to compare prices and read reviews. This suggests that AI plays a role in the initial stages of the customer journey, but other factors influence the final decision.
Experts believe that AI recommendations are not the final word in the purchasing process. Shoppers still engage in various activities, such as checking reviews and comparing prices, before making a decision. As a result, brands must ensure that their online presence accurately reflects their products and services.
According to PartnerCentric, a substantial percentage of shoppers check existing reviews after receiving an AI suggestion, while others compare prices or search for products on Amazon. This indicates that shoppers value reviews and price comparisons when making purchasing decisions. Only a small percentage of shoppers visit the brand's website or look for creator content about the product.
The importance of reviews and other factors is also evident in the context of holiday marketing. A significant percentage of shoppers say that shipping and return policies often influence their purchasing decisions. This highlights the need for brands to provide clear and accurate information about their products and services.
Stephanie Harris, founder and CEO of PartnerCentric, notes that AI is a starting point, not a final verdict. Shoppers who trust AI recommendations still check reviews and other information before making a decision. This emphasizes the importance of providing accurate and reliable information to shoppers.
Kieran Powell, executive vice president at Channel V Media, agrees that AI is winning the research step of the customer journey. However, he notes that the rest of the shopper journey still exists, and retailers should think of AI answer engines as a replacement for traditional search methods.
Powell points to a recent survey by Prosper Insights & Analytics, which shows that consumers use AI to shortlist products but not to make purchase decisions. This suggests that AI plays a limited role in the final stages of the purchasing process. For example, few consumers would allow AI to buy apparel on their behalf.
Brands are realizing that being mentioned by AI assistants is not enough to drive sales. They must provide accurate product information and real reviews to convert potential customers. Musely, an online platform offering prescription beauty and health treatments, is one brand that has seen an increase in traffic from AI assistants and is focusing on providing accurate information to customers.
Paris Roche, head of strategic partnerships at Musely, notes that AI is becoming increasingly important in how consumers research healthcare products. However, trust is critical, especially when it comes to prescription medications. Musely aims to provide clear, useful, and accurate information to prospective patients.
As the holiday shopping season approaches, brands will need to earn the recommendation of AI assistants. This requires providing consistent proof of strategy and accurate information about their products and services. Harris notes that brands with consistent proof of strategy in place will be easier for AI to recommend and for shoppers to purchase from. This article is based on reporting by Digiday.
Questions and answers
What role does AI play in the customer journey?
AI plays a role in the initial stages of the customer journey, assisting shoppers in finding products, but other factors influence the final decision.
What do shoppers value when making purchasing decisions?
Shoppers value reviews, price comparisons, and accurate product information when making purchasing decisions.
How can brands drive sales through AI assistants?
Brands must provide accurate product information and real reviews to convert potential customers, and earn the recommendation of AI assistants by providing consistent proof of strategy.
