In a survey commissioned by public relations agency Idea Grove on how consumers verify AI-recommended brands, 98% of respondents said they would take additional steps before purchasing from an unfamiliar brand served up by AI.
The pattern emerging is one of AI discovery acceleration with decision making based on additional validation.
For example, 45% of consumers responding to the Idea Grove survey conducted by Pollfish immediately turned to a Google search before purchasing from an unfamiliar brand, with 18% going directly to review sites. As such, search and reviews become the next step after AI discovery. Indeed, 78% of survey respondents said customer reviews increase trust, while 71% of consumers signaled reliance on Google search rankings and 69% putting a premium on business longevity. Only 15% of consumers fully trust AI recommendations, Idea Grove maintained, while 85% express some level of skepticism
Outside influences play a role in brand discovery, as 58% of respondents said press coverage increases trust in an unfamiliar brand, and 69% noted they are more likely to choose a label with media coverage over one with none.
Still, 42% of consumers in the U.S. use ChatGPT for brand research, signaling rapid adoption of AI tools in the discovery phase, Idea Grove pointed out. Demographics have a significant influence, as 67% of Gen Zers use ChatGPT for brand research versus 30% of Baby Boomers
A potential problem with trust looms, however, as 48% of consumers don’t realize companies actively try to influence AI recommendations, Idea Grove observed.
“AI is changing where people start their brand research, but it hasn’t changed what convinces them to buy,” Scott Baradell, Idea Grove founder and CEO. “A recommendation opens the door. What consumers find after that determines whether they move forward.”
