COPENHAGEN: Three in four people who use AI are turning to the likes of ChatGPT, Gemini and Copilot to get advice and recommendations on shopping and travel instead of using the previous online method of search engines like Google, new research shows.
AI-supported online shopping is done at least occasionally by 76% of AI users, with 17% doing so most or even all of the time, according to a study conducted by the market research institute Norstat on behalf of Verdane, a leading European investment company.
The changes in consumer search behaviour pose a major challenge not only for search engine providers like Google but also for manufacturers and retailers, who must adapt to maintain their visibility in the AI-driven world.
AI chatbots have emerged as powerful tools for tracking down specific products, often providing helpful advice in response to complex and specific queries.
Of the survey respondents, 3% are dedicated AI enthusiasts who always use AI tools instead of search engines when shopping online, while 14% said they mostly use AI and 35% do so occasionally.
A total of 7,282 people from the UK, Germany, Sweden, Norway, Denmark and Finland aged between 18 and 60 participated in the survey in June.
The highest proportion of AI use is in online travel research, at 33%. This is followed by consumer electronics (22%), DIY and hobby supplies (20%), and software or digital subscriptions (19%). However, AI usage is still relatively low in fashion and clothing (13%), cosmetics (12%), and real estate (7%).
Among AI tools, ChatGPT is far ahead of its competitors and 86% of AI users regularly use OpenAI's chatbot. This is followed at a considerable distance by Google's Gemini (26% regular users) and Microsoft's Copilot (20%).
The Chinese AI bot DeepSeek, which has been the subject of heated debate among AI experts and data protection advocates, appears to have no significant role among consumers in Europe. – dpa
