AI Platforms Now Lead Shopping Journey for Over 60% of Online Buyers

Consumers have moved past typing keywords and opening dozens of tabs. Dedicated AI assistants such as ChatGPT, Claude, Gemini and Perplexity serve as the opening act for most purchase decisions. The shift is evident in a recent global survey that found more than six out of ten shoppers use an AI tool before visiting any retailer site.

In Canada, the trend mirrors the global picture. Two‑thirds of respondents reported using generative AI—software that creates text, images or recommendations—in 2025. The remaining third still avoid AI, often for categories that demand real‑world testing, such as online casino bonuses where AI cannot verify payout speeds.

AI’s appeal lies in its ability to filter and personalize options without the clutter of sponsored listings. Traditional search engines display paid ads at the top, giving paying brands a visibility edge regardless of relevance. AI responses, by contrast, present a curated list of products based on budget, features and user intent, with no paid slots influencing the answer.

The technology also translates technical specifications into plain language. When asked to compare two laptops, an AI will explain which model edits video faster rather than reciting gigahertz and RAM figures. This reduces the jargon barrier that has long discouraged average consumers from deep product research.

The perceived neutrality of AI is reshaping trust. Because most AI platforms have not adopted a pay‑for‑ranking model, users view the recommendations as merit‑based. This perception drives higher engagement and faster decision‑making compared with the click‑bait driven results of conventional search.

Online comparison sites are responding by embedding AI capabilities into their own services. Machine‑learning algorithms now personalize results, while natural‑language interfaces replace rigid filter menus. The integration aims to retain relevance as AI assistants become the default research tool.

What it means for retailers and advertisers is clear: visibility will increasingly depend on how well products perform in AI‑generated comparisons rather than on ad spend. Brands that optimize their data for AI consumption—clear descriptions, structured specifications and transparent pricing—stand to capture the majority of the new shopping traffic.

What to watch next: Monitor how major e‑commerce platforms adapt their advertising models to compete with AI‑first discovery and whether regulatory frameworks emerge to ensure AI‑driven recommendations remain unbiased.