Almost half of AI users use it when making purchases

We asked more than 500 Dutch people about their AI use. Of the people who use AI privately, 47% use it regularly or occasionally in purchasing decisions. Another 26% rarely do so and only 27% never do it.

What they do with it: 46% compare products, 44% have advantages and disadvantages explained, and 41% look for price comparisons and deals with it. Instead of going through ten review pages themselves, they let AI do the preliminary work.

The difference between generations is striking. Among 26- to 35-year-olds, 60% actively use AI when making purchases. For people over 65, this is 31%. And men do it more often than women: 52% versus 42%.

One side note: 37% say that AI advice has a major influence on the final choice. But in half of them, that influence is "moderate." AI helps orientate. The final word is still from the consumer.

For brands, this means being visible in AI answers is becoming just as important as being found in Google.