Product discovery is entering a moment of tension. Artificial intelligence (AI) is rapidly disrupting the purchase journey at the very moment brands are competing harder than ever for attention, credibility, and conversion. As AI becomes more deeply embedded in how consumers gather and evaluate information, the stakes are rising for companies seeking to remain visible, relevant, and trusted.
Fresh data from NIQ Consumer Life provides an up‑to‑date view of this evolving information landscape, shedding light on how consumers are engaging with AI today and what that means as expectations and behaviors continue to shift.
From Curiosity to Confidence: Consumers Embrace AI
AI is no longer a fringe feature of the digital experience. It’s quickly becoming a core layer of how consumers search, evaluate, and discover products. According to newly released data from NIQ Consumer Life, nearly six in ten U.S. consumers now rely on AI‑generated summaries at least some of the time when searching online and that share rises to about three quarters among Gen Z and Millennials.
For some, especially younger generations, AI summaries not only shape first impressions, frame options, but can eliminate choices altogether by replacing deeper exploration. Roughly one in four Gen Z and Millennial consumers say they trust the AI summary and stop there.
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Trust in AI Rises to Match Familiar Media Channels
AI critics have long sounded alarms about technology’s role in generating and spreading misinformation. Yet by synthesizing information across multiple sources, AI also has the potential to present more balanced, less inflammatory perspectives, especially in a polarized media environment. Many Americans appear receptive to that promise.
Despite its relative novelty, AI chatbots and AI‑enhanced search experiences already command more trust than social media among American consumers. More notably, among those who use AI‑generated summaries at least sometimes, AI slightly outperforms traditional media on trust.
The data also reveal a telling political divide. Consumers who identify as more conservative tend to express lower trust in traditional media and greater confidence in the accuracy of AI‑provided information. Among those who identify as more liberal, the pattern reverses highlighting how AI trust intersects with broader attitudes toward media ecosystems.
AI summaries: a starting point, not the final word—for most
Despite growing adoption, most consumers still treat AI‑generated summaries as an entry point rather than a destination. About four in ten users say they typically read the summary and then click through to relevant links for more information. Another one in five actively compare AI outputs against multiple sources to validate accuracy and credibility.
While younger generations show greater tendencies than average to rely exclusively on AI-generated summaries, higher-income Americans lead in using AI as a gateway for deeper exploration. And claims that AI chatbots will render traditional search engines irrelevant appear overstated: across consumer groups, search engines continue to command notably higher trust than AI chatbots or AI‑enhanced search experiences.
Product discovery today: legacy drivers still lead, but AI’s influence is rising fast
When reflecting on what influenced their most recent new product trial, Americans most often cite people they know and online reviews, followed by search engines and traditional advertising. Just over one in ten say AI‑generated summaries or recommendations played a role, placing AI at the bottom of the ten influencers measured.
However, the picture shifts meaningfully when usage frequency is considered. Among consumers who use AI summaries at least sometimes, AI exerts more influence than brand emails or text outreach. Among those who always rely on AI summaries, nearly one third say AI recommendations influenced their most recent new‑to‑them purchase, ranking AI ahead of brand outreach, packaging, and promotions (both online and in store), and only slightly behind traditional advertising.
The implication is clear: as adoption increases, AI’s impact on the purchase journey will expand exponentially.
What this means for brands
Optimize for AI‑mediated discovery
Preparing for AI‑driven discovery is no longer about future‑proofing alone. It is essential to remaining competitive today.
Don’t abandon SEO
Traditional search engines remain a critical and trusted part of information gathering, making search engine optimization as important as ever.
Content quality still matters
High‑quality, credible content, supported by strong backlinks, helps seal the deal with consumers who often seek additional information to validate AI recommendations.
Invest in word‑of‑mouth
nline reviews not only inform AI summaries and recommendations1, they remain one of the most powerful drivers of new product trial across demographics exerting especially strong influence among tech‑savvy, frequent AI users.
Speak with a Consumer Life expert
To explore how evolving trust and discovery behaviors are shaping today’s consumers.
