A recent survey by content management system Storyblok reveals that nearly one in five consumers now rely on AI tools as their primary source of information when choosing products to buy. Specifically, 15% of consumers trust AI tools the most for online information, trailing behind Google (37%), marketplaces like Amazon (24%), and company websites (23%).
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This shift underscores the growing influence of AI on consumer behaviour, as 40% of consumers now regularly use AI for online shopping, a remarkable change in just under two years. Storyblok's vice president of marketing, Thomas Peham, highlighted the rapid adoption of AI by consumers, noting that it demands a swift response from marketing teams.
The survey also found that 63% of brands reported AI is impacting their content marketing, SEO strategies, and website functionality. Despite this, 27% of brands are unsure of how AI will affect them, and 5.5% believe it will have no impact.
In a previous survey of marketing professionals, 38% of companies were investing in AI technology, 30% were partnering with providers, and 29% were training staff on AI capabilities. However, 17% had no plans to integrate AI and large language models.
Peham emphasised that while many marketers use AI to generate more content, the real challenge lies in creating higher-quality content that adds value for users. As the use of AI continues to rise, brands must rethink their marketing strategies to stay competitive in this rapidly evolving landscape.
Source: Retail-Week