Established channels continue to set the tone
AI is creating a new touchpoint along the customer journey. Together with IFH MEDIA ANALYTICS, we have investigated just how relevant this already is for product and offer searches.
Established channels continue to dominate when it comes to searching for products and offers. Search engines (62 per cent) and retailer websites (61 per cent) are among the most widely used digital sources of information across all sectors, whilst AI applications are currently used by only 21 per cent of consumers. AI currently complements existing channels, but does not replace them. Instead, it expands the customer journey by providing an additional avenue for information and research.
Lack of perceived benefit, lack of trust
So why has AI not yet played a role for the majority of consumers? The main reason lies in the perceived lack of added value. Just under half of non-users see no need for AI when searching for products and offers; many continue to rely on traditional sources of information. Added to this are doubts about the reliability of the results, as well as a desire for transparency and control. At the same time, retailers’ websites and apps enjoy significantly greater trust than AI applications. For retailers, this underlines the importance of their own digital touchpoints, which remain the central points of contact for information on products, prices and availability.
Limited reach, noticeable impact
The fact that AI is currently used only to a limited extent in product and offer searches should not obscure just how effective it is. Where consumers do already use AI, it primarily helps them to find their way around and plan their shopping. It is used particularly frequently for specific queries (52 per cent), product comparisons (45 per cent) and recommendations (45 per cent).
Its influence extends right through to the purchasing decision. 86 per cent of AI users state that AI helps them make better purchasing decisions, and more than half have already bought a product based on an AI recommendation. AI is not yet replacing established channels, but is increasingly establishing itself as an additional touchpoint along the customer journey.
A touchpoint with a future
AI is not yet a mass phenomenon when it comes to searching for products and offers. At the same time, there are many indications that its importance is growing. 56 per cent of today’s AI users expect to rely on artificial intelligence even more frequently in the future. Its use is already particularly widespread amongst younger target groups. For retailers and brands, this means an additional touchpoint is becoming increasingly relevant, one that influences how products are discovered, compared and evaluated.
What this means for product communication
Searching for products and offers remains a combination of different channels. Whilst search engines, retailer websites and apps continue to be the main points of contact, AI is gaining importance as an additional channel for information and research. It is therefore crucial for retailers and brands to cater to different information needs throughout the customer journey and to be visible where consumers are looking for guidance, offers and purchasing inspiration.
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