The news: Consumer search habits are restructuring in the age of AI as buying habits and discovery shift toward chatbot environments, according to a Fractl survey of over 1,000 US consumers shared exclusively with EMARKETER.

• Nearly one in five consumers (18%) stated they have made a purchase based on AI recommendations without verifying the product through search first.
• This behavior is especially prevalent among younger consumers. Gen Zers and millennials are 2.5 times more likely than baby boomers to buy this way (20% compared with 7%).
• 59% of consumers say they are likely to visit a brand’s website if it’s mentioned in an AI chatbot, positioning AI as a key factor in brand discovery.
• 70% of consumers said they use AI tools more now than one year ago, though only 17% report using traditional search engines less; 52% still believe that Google will be their primary search tool in five years.

Why it matters: The findings indicate that traditional search still matters, but show how AI is quickly becoming a new front door for product discovery, brand consideration, and purchase influence.

• AI is moving upstream in the shopping journey. Data from an EMARKETER and Publicis Commerce report shows that nearly one in five shoppers now begin their journey inside an AI assistant to instantly receive curated options, comparisons, and synthesized recommendations.
• AI recommendations are helping widen the pool of brands consumers consider; over half (54.5%) of US consumers say a strong AI recommendation could influence them, while 51.7% have chosen brands they otherwise wouldn’t have due to genAI suggestions, per Amperity.
• AI’s impact on purchases is evident in the mid-funnel activities it influences; 58% of US consumers are comfortable with AI tools comparing prices, and 55% are comfortable with these tools applying discounts, according to Visa and Morning Consult.

Implications for brands: Optimizing for visibility in AI-generated recommendations is increasingly essential for brands looking to reach consumers as search habits shift.

• Brands should make sure product data is AI-readable and well-structured to be easily extractable by generative engines; this includes using clear, concise language and providing direct answers to common questions on product detail pages.
• Adapting creative and ad copy to align with natural, question-based search formats used by genAI users will help brands surface more frequently in AI environments.