Every year marketers say: "consumer behavior is changing." In response, we nod politely because that's what marketers have been saying since the invention of banner ads.
But this time something is markedly different, as consumers increasingly outsource purchase decisions to AI.
For years we have imagined the consumer journey as a funnel: from Awareness and Consideration to Purchase. It was simple, linear and comforting.
Today it looks less like a funnel and more like a group chat. Consumers jump everywhere for advice. Think of the range of actions by someone researching a new SUV. They might:
Where historically, consumers searched for answers, now they ask for answers. That's a fundamental shift. Consumers love it because it saves effort.
AI is increasingly becoming the advisor, the explainer, and sometimes the tie-breaker.
A few weeks ago, I asked ChatGPT: "What's the best running shoe for winter training?" Within seconds I had: recommendations, reviews, comparisons and buying advice.
The decision process started immediately from my first prompt, and the interesting part is that the brands involved did not even know I was shopping yet. That's the world we've entered.
There was no Google search, I didn’t have to open fifteen browser tabs and I didn’t end up down a YouTube rabbit hole.
FROM SEARCH TO ANSWERS
One of the most important changes we are adapting to is the evolution from search behavior to answer behavior.
Consider the differences between the two. An old search query might be "best laptop 2026". An AI prompt reads closer to "I'm starting graduate school, need a laptop under $1,500, battery life matters, I travel frequently, and I occasionally edit videos. What should I buy?". That's not a keyword. That's a consulting brief.
Here’s where it gets even more interesting. For marketers, that level of intent is incredibly valuable. What's fascinating is who AI chooses to cite in its response.
We consistently see Reddit, YouTube, Wikipedia, publisher content and other specialist sites showing up repeatedly. These citations tell us something important: that AI doesn't reward whoever shouts loudest.
It tends to reward authority, consistency, credibility, and expertise. In a very short period of time, consumers have come to entrust AI with the decisions, in a similar way to turning to a knowledgeable friend. Only this time that friend can also check availability in their local area and provide purchase links.
EMBEDDED IN THE MAINSTREAM
It isn't just software engineers regularly turning to AI tools anymore. It's students, marketers, sales teams, small business owners, parents, retirees.
The AI audience is becoming remarkably mainstream and users aren't loyal to a single platform. They use various platforms like ChatGPT, Gemini, Copilot, Claude, and Perplexity depending on the task. It’s also increasingly embedded in our daily lives.
In Comcore’s recent Q1 AI Intelligence Report for 2026, we found differences between the Gen AI users driving desktop and mobile use. Women lead growth in assistant use on-the-go, literally in the palm of their hands, with the top entities including homework assistants and photo tuning tools.
Most of us don't use one app for everything. We don't. We use Google Maps, Uber, Amazon, Netflix, and Spotify. Consumers naturally choose the best tool for the job.
“Shopping around” is a trait that feels very familiar, but it’s playing out more quickly and invisibly than ever before.
The time from first query to check out cart has become a more confident journey as consumers outsource their purchase research for conversations where a back and forth including links, lifestyle needs and personal views can be incorporated into the final recommendation.
AI is quickly becoming the new category where that behavior is accelerated 4x and 5x times faster when assistants are consulted.*
THE FOCUS FOR MARKETERS
What it means for brands and advertisers is a question we have been working on since Comscore began measuring AI search in 2023.
We are in a unique position to help brands, agencies, networks and publishers navigate the challenges with real behavioral data – from our opted-in, privacy-minded panel. This is not limited to AI visitation, but also includes prompts and responses, citation and the incremental traffic that brands might see if AI recommends them.
In adjusting their investment strategy, and where they meet consumers, marketers and advertisers should consider three guiding principles:
The winners won't simply be the loudest, they'll be the ones who are the most trusted, useful, discoverable and above all, adaptable because AI isn't changing what consumers want - it's changing how they get there.
Interested in learning more about the impact of AI on the marketing landscape? I invite you to check out Comscore's latest AI Intelligence Report for a deeper dive into AI adoption.
*Source: Comscore Q1 2026 AI Intelligence Report, Custom IQ Jan-March.