Researchgenerative aiecommercekantarrecommendations
Consumers Choose ChatGPT For Direct Purchases
8.1
Kantar's consumer research shows one-third of respondents would buy directly through ChatGPT and other generative AI platforms rather than visit a retailer's website. The UK-focused survey also found one in four asked AI for product recommendations, 15% assume unmentioned brands aren't suitable, and consumers split into four AI-adoption groups, signaling marketers must adapt presence and trust strategies.
Key Points
- 1Report finds one-third of consumers would buy directly through ChatGPT-like generative AI platforms
- 2Highlights trust issues: 41% suspect brands pay for AI recommendations and 15% distrust absent brands
- 3Signals marketers must optimize AI presence and recommendation strategies to retain visibility and sales
Scoring Rationale
Official Kantar consumer survey offers industry-wide insights with practical implications, though novelty is limited to survey findings.
Sources
Public references used for this report.
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