iab.xtalkshappeWhen Al Guidesthe ShoppingJourneyOPPORTUNTIESFORMARKETERSINTHEAGEOFAIDRIVENCOMMERCEAdded!PREMERPARTNERS:STINGRAYKoddiADVERTISING
CURIWhat's in StoreDEFINERWelcome to the Era ofAl-driven CommerceCurrentStateofAdoptionWho'susingAlandwhy12AI's Value in the PurchaseJourneyWhereit'smostinfluentialTheTrust Gap20Moresteps,moreconfidenceFuture Outlook25Call toActionRecommendations andResourcesiab. xTelkheMENAGIEESIEDOYINGOURE
00000MHENAGJUIDESTHESHOPPINGJOURNEYWelcome to the era of Al-driven commerceAsdigitalsthoppingis being redefinedbyTo explore this transformation. IAB partnered with Talkintelligent assistance, we're witnessing aShoppe to conducta comprehensive,first-ofi's-lindresearch initiative,Including450+ digitalethnographiesand make purchase decisionsand asurvey of600US consumer,this studyanalyzed atulshopping behavior touncoverAlisnotjustchangingcommerce-it'spowering the next wave of growthWhat the Alenhanced shopping experience lookslikeinpracticeconsumers are increasingly turning to Al toolsHowAl is used alongside other online servicesthowbrandsfitinto this ecosystemThefuture opportunity for marketersthopping"',andthis holidais turring shopping intoa more,ason alone Alis expected to influence overof dedisions. It helps cut throughices, and builds confidence-but italso prompts shoppers to take morefollow-up sterps tofrm what they find, creatingnew.high-intentoments for marketers to earn attention and trustmoments where marketing isis report reveals the touchpoints thanline sources, while finding effective ways torealbehaviorsshapingpost-Alcommunicatewithin these new experiences,and the shifts that alignmedia andiab, xtelkahneHENAGUEESIEDOVINGDURRY
METHODOLDGYIAB partnered with Talk Shoppe on a first-of-its-kind, multi-phased research study toexplore the digital consumerjourney and how Al and other online sources work togetherPHASEI:PHASEII:OBSERVEDONLINECOMMUNTIESNATIONALCONSUMERSURVEYDEFINITIONSUS Alusers completing over 450AlshopingsessionsAn sthngraphyhnfomedswureyof600US conumeAITOOLS:was conducted to further quantify what was uncoveredta low,metium, and highpicel poducts ontheinGenersteAlphltbrmssuchasCheGPT,in the communties. The suneyincluded both"AClsudeMicrosotCopilot,Perpleaiy,.Metadesktoo and mobiledevices.Shoppes"and"AlShappingIntenders:"A,GoagleGenin.SeatchAlesturesuchIn the sessions, comnsumershopped online for productsasGoogleAlOrerriewsandBingsALand talked through what they were doing and why, whileAISHOPPERSthey were doing it. Touchpoints and friction momentsUse Altols/features occasionally orONLINESOURCEEXAMPLES:were monitored and coded.Seachengines:eg,GoogleBingfrequently o helpwithanline shopping.Marketplaces:eg.Amazon,Ebayrge.0.BestBuy,Tangetreg.Nlike,AppleAISHOPPINGINTENDERSbity forums:e.g.ReddilQuovaUse Altools/featues ingeneraSocidMedis:eg,TikTok,YoulubeNewssieseg.,NYTCnsumerRepotsshopping,but are open tothe ldea ofdoingso.iab. xtalkhne
When Al Guides the Shopping JourneyKEYINSIGHTS0102030405AlhasbeeanessentialIt's most effectiveproviding clarityHowever Al Shoppers frequenthyAisn'tremoving...
