Almost half of AI users turn to it when shopping

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

What they use it for: 46% compare products, 44% ask it to explain the pros and cons, and 41% use it to find price comparisons and deals. Instead of trawling through ten review pages themselves, they let AI do the groundwork.

The generation gap is striking. Among 26 to 35 year olds, 60% actively use AI when shopping, compared with 31% of over-65s. And men do it more often than women: 52% versus 42%.

One caveat: 37% say AI advice has a big influence on their final choice. But for half of them, that influence is "moderate". AI helps people get their bearings, but the consumer still has the final say.

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