Consumer search behavior shifts toward AI and social media

Consumer search behavior is shifting toward a fragmented landscape known as ‘Search Everywhere Optimisation,’ where users utilize various platforms including TikTok, YouTube, and AI tools rather than relying solely on traditional search engines.

Research indicates that Gen Z consumers are increasingly prioritizing AI for product research. According to data from Spreedly, nearly one-third of Gen Z consumers named ChatGPT as their most trusted source for product research, significantly outpacing Google Search at 12 per cent. While Google remains the most trusted source for the general consumer population at 25 per cent, younger demographics are treating social media platforms as primary search engines for lifestyle and dining decisions.

The rise of AI-powered shopping assistants may impact brand loyalty, as many consumers expressed a willingness to prioritize price and product recommendations over established brands. Specifically, 34 per cent of Gen Z and 30 per cent of millennials indicated they might abandon brand loyalty if an AI assistant consistently secured better prices. However, significant caution remains regarding financial autonomy; most consumers are unwilling to allow AI to make purchases or access payment credentials without explicit approval.