AI tools playing larger role for online shoppers

Four-in-10 consumers surveyed said they utilize AI-powered shopping tools when researching products. 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.