AI recommendations increasingly drive consumer purchasing decisions

A report by LLYC and Appinio highlights a shift in brand visibility, as consumers increasingly rely on artificial intelligence for purchasing decisions. In Spain, 44% of individuals aged 18 to 65 used AI for their most recent purchase, and 94.5% acknowledged that algorithmic recommendations influenced their final choice. Notably, 66.2% of users rarely or never click on original links after receiving a chatbot response, meaning brands that are not cited in initial AI summaries risk being excluded from the consumer's consideration.

To improve visibility within Large Language Models (LLMs), the report suggests brands focus on four key factors: clarity in value proposition, relevance of content to real consumer questions, and external validation. Because AI models seek confirmation from media, customer opinions, and press releases rather than just brand self-claims, establishing a strong presence across diverse digital sources is essential for being recommended by AI systems.