One-third of consumers turn to AI when shopping

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One-third of consumers now regularly use AI platforms like ChatGPT, Perplexity and Claude throughout their shopping journey, according to a report by Cordial. 

The report, “Brands Battle for Attention as AI Redefines the Funnel,” (registration required) found Millennials (33%) and Gen Z (11%) are leading in AI adoption. But despite this growing consumer behavior, nearly half of all brands (47%) maintain minimal or no AI agent presence, while only 7% have developed comprehensive AI optimization strategies. 

The report found marketers rank AI agents highly in channel importance, even as brands fail to keep up. Cordial’s report found 90% of organizations plan to increase their marketing channels over the next three years.

One potential roadblock to developing effective AI strategies is technology fragmentation. The report found organizations juggling more than five disparate marketing applications, with 60% expressing low confidence in their customer data.

Only 3% of brands, overall, said they have the ability to predict what customers actually want by leveraging behavioral data in real time. 

As 33% of organizations plan martech consolidation by 2028, the report predicts  brands that synthesize their technology stacks to yield harmonious, AI-driven experiences will do more than improve their relevance rates. They’ll separate themselves from the noise makers.

The report is based on surveys of 1,000 U.S. consumers and 30 marketing executives.

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