Consumers increasingly use AI tools for product recommendations. Three-quarters of these users expand the brands they consider. Just over half of all consumers sometimes use AI in product searches. Two in five find AI extremely helpful for discovering new brands. Once options appear, AI helps compare features and summarize reviews. Only 2% trust AI to fill a cart or book a reservation. Half of users verify AI suggestions in some way. Brands risk AI agents becoming the middleman in customer relationships. AI agents may eventually execute decisions for consumers. Brands must ensure their product information is accurate and current online.

• 75% of AI users expand brand consideration
• 54% of consumers sometimes use AI for product searches
• 40% find AI extremely helpful for discovery
• 2% trust AI to take actions like booking