Replaces search engines as a go-to shopping guide. - Artificial Intelligence surpasses traditional search engines in the role of shopping advisors
In a significant shift in consumer behaviour, AI tools like ChatGPT are increasingly replacing traditional search engines as shopping advisors, according to a study commissioned by the Norwegian investment company Verdane and conducted by Norstat. The survey involved 7,282 people aged between 18 and 60 from Germany, the UK, Sweden, Norway, Denmark, and Finland.
One of the key findings is the replacement of traditional search engines. Nearly 60% of consumers, particularly younger ones, have swapped search engines for generative AI tools such as ChatGPT for shopping advice. This trend reflects a broader shift in AI adoption in shopping behaviours, with Germans also applying AI heavily in related areas like travel planning.
As a result, retailers in Germany (and globally) must adapt by focusing less on keyword SEO and more on creating rich, solution-oriented product descriptions that AI can interpret effectively to recommend products. This shift is expected to lead to higher conversion rates from AI referrals, as shoppers find the right product more efficiently.
The study also revealed that while younger Germans lead AI adoption, older generations including baby boomers are rapidly increasing AI use in planning and shopping. This suggests widespread behavioural change, with AI usage likely to become the norm across all age groups.
Retailers are also leveraging AI for personalized engagement. With over half of consumers planning to use AI for purchase decisions in 2025, retailers are focusing on integrating AI-driven features into marketing and sales strategies to meet evolving expectations.
However, Germany stands out in professional AI usage. Half of all respondents use AI tools daily or several times a week for work. Among AI chatbot users in Germany, ChatGPT from OpenAI is the most popular, with 86% of users using it regularly.
While AI usage is relatively low for fashion and clothing (13%), cosmetics (12%), and real estate (7%), the highest AI usage for online shopping is in the purchase of travel (33%), followed by electronic entertainment (22%), DIY products and hobbies (20%), and software or digital subscriptions (19%).
The concept of buying visibility through pay-per-click campaigns is becoming less effective in the AI context, as consumers bypass traditional search engines. This poses a significant challenge to providers of search engines like Google, who must adapt to remain competitive in the AI era.
Manufacturers and retailers need to adapt to maintain their visibility in the AI world. As AI tools like ChatGPT become increasingly trusted shopping advisors, retailers must pivot towards AI-optimized content and personalized consumer engagement to stay competitive.
References: [1] Salesforce's 2025 report [2] Verdane AI Usage Study [3] [4] Various industry reports on AI adoption in retail
- In light of the rising trend, community policies within retail sectors may need to accommodate the increased use of AI tools like ChatGPT, ensuring a consistent and fair shopping experience for all customers.
- With the growing popularity of AI tools in vocational training, it's likely that future generations will exhibit stronger aptitudes in areas like technology, artificial-intelligence, and shopping, reflecting a shift in lifestyles and skill sets.
