Retailers Should View AI as Their ‘New Storefront,’ Survey Concludes

For many Americans, AI has already expanded from a simple research tool into a trusted shopping resource on par with online reviews and personal recommendations, a new survey by integrated marketing agency LDWW found. But there’s still a major caveat for such consumers: most have adopted a “trust-but-verify” approach, paying close attention to where AI gets its information.

“AI has become a mainstream shopping channel for American consumers, and its influence is only accelerating,” the LDWW news release its survey results said. “…Nearly 7 in 10 Americans are already using AI to shop for products and services, and 71% expect to use the technology even more in the years ahead, a trend that is fundamentally reshaping how consumers discover, research and buy from brands.”

Some other findings from the LDWW survey:

• Nearly two-thirds of respondents say AI influenced a recent purchase decision.
• 30% have already used AI to buy products or services.
• Over half actively check the citations provided by AI.
• Nearly 60% say it is important to know what sources are used to form AI answers.

The survey points to an emerging reality for companies in how they market themselves and their offerings, LDWW notes.

“AI platforms are already shaping consumer perception and brand selection, a trend that will only grow and presents significant opportunities (and risks). In fact, McKinsey estimates that AI will influence up to $750 billion in U.S. consumer spending by 2028, forcing brands to quickly boost visibility in AI systems or risk being misrepresented — or absent — from AI shopping answers.”

The LDWW Consumer AI Survey was conducted in late February and gather responses from a nationally representative sample of 2000 U.S. adults.