AI boosts discovery but reviews still seal the deal, new research shows

This holiday season, shoppers aren’t blindly trusting AI assistants to do their shopping on their behalf.

According to a new Feedviser survey, ChatGPT is where 16% of shoppers start looking for products. However, only 9% go there to actually buy something. And when an AI assistant recommends a product, only 5% of respondents say they buy it on the spot, with the rest checking other platforms like Google and Amazon first for better prices.

For experts, this customer behavior signals that AI recommendations are a starting point, not the final word. Shoppers still check reviews, compare prices, visit retailer and brand sites, and look at shipping and return policies, for example, before deciding. The challenge for brands is to ensure these touchpoints reflect an accurate image of their offerings and ultimately convert customers.

Continue reading this article on modernretail.co. Sign up for Modern Retail newsletters to get the latest on the shifting dynamics between retail’s old and new guards.