India leads Asian markets in LLM search adoption, BCG report

A report by Boston Consulting Group (BCG) indicates that India leads the studied Asian markets in the adoption of Large Language Model (LLM) search within consumer purchase journeys. In India, LLM search features in 22% of purchase journeys, a rate nearly four times higher than the 5% recorded in Japan.

While social media remains the leader for brand discovery in India at 29%, LLM search is rapidly emerging as a top-tier touchpoint, ranking among the top five ahead of traditional media like TV, radio, print, and billboards.

The study highlights the significant influence LLM search exerts once adopted. In India, LLM search shapes the final brand choice in 65% of assisted journeys, making it the only market in the study where its influence outranks social media, which stands at 64%. The report suggests that brands must increasingly focus on visibility within AI-generated recommendations as this shift continues.