Nearly half of French consumers (47%) make purchases after consulting artificial intelligence, according to a recent Havas Market study of 2,038 people. The findings reveal how generative AI is transforming consumer behaviour, particularly among younger demographics.
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AI adoption is widespread, with 54% of respondents using AI tools regularly. Usage is highest among 18–34-year-olds at 76%, compared to 64% for those aged 35–54, and just 33% for those 55 and over. Popular tools include ChatGPT (80% usage), especially among younger users (86%), followed by Google's Gemini (33%) and Microsoft's Copilot (19%). Mistral AI, a French contender, ranks seventh.
AI is being used primarily for decisions related to health (35%), culture (34%), and travel (31%). These tools increasingly influence purchasing, with 61% of users saying AI inspires or guides their shopping. Among 18–34-year-olds, 40% buy products online and 30% visit stores based on AI recommendations.
Consumer trust is growing, with AI receiving an average satisfaction rating of 8/10. As behaviours evolve, Havas Market plans to launch the AI Brand Tracker, a quarterly barometer identifying the brands most recommended by AI assistants across sectors.
Source: www.univers-habitat.eu