Key Points
- Consumers are increasingly relying on AI tools for product recommendations, shifting behavior away from traditional search toward what it calls “answer-based” discovery, according to a report from Comscore.
- Shoppers are using AI assistants like ChatGPT, Gemini and Copilot to get direct recommendations instead of browsing multiple websites.
- This shift is reshaping the purchase journey, with consumers combining AI tools, social platforms and creator content rather than following a linear path to purchase.
Consumers are increasingly turning to artificial intelligence tools for product recommendations and purchase decisions, creating new challenges for marketers accustomed to traditional search and advertising strategies, according to a new analysis published by Comscore.
The measurement and analytics company argues that consumer behavior is shifting from search-based discovery to what it describes as “answer behavior,” with users asking AI assistants complex questions and receiving recommendations without visiting multiple websites or conducting traditional web searches.
This change is altering the way consumers move through the purchase journey, Comscore proffered. Rather than following a linear path from awareness to consideration and purchase, shoppers are increasingly seeking advice from a mix of AI tools, social platforms, online communities and content creators before making buying decisions.
The company says that trend is creating new opportunities and challenges for brands because AI platforms often rely on authoritative sources such as Reddit, YouTube, Wikipedia and publisher content when generating responses.
“Consumers have come to entrust AI with decisions in a similar way to turning to a knowledgeable friend,” Smriti Sharma, the Senior Vice President of Custom Solutions at Comscore, wrote in the report, noting that recommendation engines can now provide product comparisons, reviews and purchase guidance in a single conversation.
Comscore’s analysis also suggests AI adoption is becoming increasingly mainstream. Rather than relying on a single platform, consumers are using a variety of tools including ChatGPT, Gemini, Copilot, Claude and Perplexity depending on the task.
The company’s first-quarter 2026 AI Intelligence Report found notable differences between desktop and mobile AI usage patterns. Women were identified as a key driver of growth in mobile AI assistant usage, particularly for applications such as educational assistance and photo-editing tools.
For marketers, the report argues that the shift requires a rethinking of measurement and media strategies: Brand discovery has become increasingly fragmented across AI platforms, search engines, social media, streaming services and retail media networks. Comscore says marketers relying on incomplete measurement may overestimate audience reach while underestimating duplication across platforms.
The report also suggests that influence may become more important than traditional engagement metrics such as clicks.
“For much of digital marketing history, brands competed to be found,” Sharma wrote. “Now in the AI era, brands increasingly compete to be recommended.”
To read the full report from Comscore, click or tap here.
