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Only 5% of shoppers buy at once on an AI pick, survey finds
Feedvisor’s poll of 1,006 US consumers finds 16% start product searches in ChatGPT, and most check prices elsewhere first.
AI assistants start many shopping trips and close few of them. In a survey of 1,006 US consumers, Feedvisor found that 16 per cent begin looking for products in ChatGPT while 9 per cent buy there. Asked what they do with an AI recommendation, 5 per cent say they buy on the spot, Digiday reported on 23 October 2026, in a story first run by its sibling title Modern Retail.
Everyone else goes and checks. In Feedvisor’s report, 55 per cent of shoppers used AI to research or compare products in the past six months. Amazon is still where most shoppers buy: 74 per cent buy there, though only 62 per cent start their search on it.
A second survey, by the affiliate agency PartnerCentric and cited in the same story, tracks what people do after an AI suggestion. Reviews win the next click by far: 33 per cent check them, Digiday reports. Only 7.6 per cent go looking for creator videos, and 14.8 per cent visit the brand’s own site.
That last step is where AI UGC tools sell. In our AI UGC cost guide, ten 30-second AI videos a month on D-ID Pro come to $2.90 each, prices checked 24 September 2026.
After an AI suggestion, shoppers look for reviews more than four times as often as for creator videos (33 against 7.6 per cent), so at that step reviews do more of the persuading than any creator-style clip, AI-made or not.
Sources
- Digiday: AI boosts discovery but reviews still seal the deal, new research shows. Checked
- Feedvisor: The 2026 E-commerce Consumer Behavior Report. Checked
Alexandre S.
Alexandre S. is a creative ad strategist and copywriter with ten years' experience in digital marketing across multiple channels.
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