The integration of artificial intelligence into the consumer shopping journey is accelerating, fundamentally altering the path to purchase and creating new opportunities for marketers. The Interactive Advertising Bureau (IAB), in collaboration with Talk Shoppe, has unveiled a first-of-its-kind study, "When AI Guides the Shopping Journey." The report reveals that among consumers who use AI for shopping, it has become the second most influential source for purchase decisions, trailing only search engines and surpassing retailer websites and even recommendations from friends and family.
Quick Intel
An IAB study finds AI is the second most influential shopping source after search engines.
46% of "AI Shoppers" use it "most or every time" they shop.
AI excels in product research, comparison, and discovery phases of the journey.
Only 46% of shoppers fully trust AI recommendations, creating a "trust gap."
AI adds validation steps to the purchase journey, expanding the marketing funnel.
Visits to retailer sites nearly tripled after shoppers interacted with AI.
Rapid Adoption and Reshaping the Purchase Journey
AI has quickly become a dominant force in commerce, with nearly half (46%) of active "AI Shoppers" using it frequently. The technology is making shopping more enjoyable and personal, with 85% of users agreeing its recommendations feel tailored. Its influence is most potent at the beginning and middle of the shopping journey, where over 80% of shoppers deem it most effective for researching and comparing products. By delivering clarity, AI empowers consumers, with 77% saying it makes them feel more confident in their decisions.
The Trust Gap and the Evolving Consumer Path
Despite its growing influence, a significant "trust gap" remains. Only 46% of shoppers fully trust the recommendations provided by AI, leading 89% to double-check the information before purchasing. This caution alters the consumer path; rather than shortening the journey, AI adds new, high-intent validation steps. The average number of steps a shopper takes online before a purchase jumps from 1.6 to 3.8 after interacting with AI. "For advertisers, this doesn't shrink the funnel, it expands it," said Jack Koch, Senior Vice President, Research & Insights at IAB.
New Opportunities for High-Intent Engagement
This expanded funnel creates critical new touchpoints for brands. Far from being a detour, AI interactions actively drive traffic to retailers. The study found that visits to retailer or marketplace websites nearly tripled after an AI session, with 78% of shoppers going to a retailer's site and one in three clicking directly from an AI platform. This positions AI not just as a guide, but as a powerful gateway to conversion, offering marketers more opportunities to connect with consumers at moments of high intent.
The IAB study provides a clear mandate for marketers: the AI-driven shopping journey is here. To succeed, brands must develop strategies that enhance discovery and decision-making while proactively building trust through transparency, verified reviews, and clear sourcing of information to meet consumers at these new pivotal moments.
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