AI influences consumer purchasing decisions and search summaries

Artificial intelligence is significantly reshaping the consumer journey by acting as a decision-making accelerator. According to a study by Profound, over 51% of purchases made via search engines were preceded by an AI conversation within the previous 30 days. While AI currently generates few direct conversions, it serves as a powerful upstream prescriber. Weekly commercial conversations on ChatGPT increased by 119% between June 2025 and June 2026, outpacing purely informational queries.

Research indicates that AI helps undecided consumers narrow down options, with 60% of users not mentioning a specific brand in their initial query. This process shortens the purchasing cycle; consumers starting with AI complete purchases in an average of 5.2 days, compared to 6.7 to 8.5 days for those using traditional search or brand sites.

Simultaneously, Google is testing AI-generated summaries within its search snippets. This feature synthesizes information regarding product availability, pricing, and descriptions. While this can streamline information, it poses risks for brands if the AI reformulates commercial promises inaccurately. Experts suggest that businesses must ensure high-quality, clear product data to prevent AI from generating vague or incorrect summaries that could drive customers away.