AI has upended the world of search. Whereas consumers used to start with a keyword search on Google, 68% of shoppers across the world have used AI tools like ChatGPT to shop, according to a report published by creative agency VML. In other words, keywords are being replaced with questions, blurring the lines between search as a performance marketing function and a brand marketing one.
And that’s just the beginning. Looking ahead, the VML report states that 52% of shoppers are excited about having a personal shopping agent. Meanwhile 40% of shoppers are willing to fully delegate online shopping to an AI assistant, per research from Equativ, a media platform.
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