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Study on Artificial Intelligence - AI Replaces Search Engines as Shopping Guides

A new study shows that many people now use Artificial Intelligence instead of search engines when they shop. More users ask AI tools for help when they want to find or compare products. People trust AI to give faster, simpler, and more helpful answers than normal search results. This change is growing quickly.

AI tools are being used more and more in online shopping.
AI tools are being used more and more in online shopping.

People usually use search engines to find suitable products, compare prices, and read reviews online. But things are changing now. A recent study shows that many people are starting to use AI tools instead.

More than half of AI users in Many countries now ask ChatGPT or similar tools for shopping advice. They don’t always turn to search engines first. This information comes from a study by the market research company Norstat. They did this research for the Norwegian investment firm Verdane.

The study also shows that 3% of the people are strong fans of Artificial Intelligence. They always use AI tools instead of search engines when shopping online. Around 14% say they use AI tools most of the time. Another 35% say they sometimes use AI tools for online shopping.

AI use in online shopping is rising steadily.

In June, 7,282 people took part in a survey about AI tools in e-commerce. All participants live in Germany, the United Kingdom, Sweden, Norway, Denmark, or Finland. They range in age from 18 to 60. The study asked how much AI helped them during their online purchases.

When shoppers book travel online, AI powers 33% of the process. They rely on AI for 22% of their electronics purchases. Craft and hobby supplies see a 20% AI share. Software and digital subscriptions use AI in 19% of transactions. These figures show which shopping areas embrace AI most.

AI plays a smaller role in fashion and clothing, covering 13% of purchases. It handles 12% of online cosmetics orders. In real estate shopping, AI accounts for only 7% of the activity. These lower numbers highlight areas where AI has made less impact so far.

Many countries score below average in AI shopping.

People in Many countries use AI tools for shopping much less often than the European average. They miss out on AI features like personalized deals, price comparisons, and smart recommendations. This shopping gap shows a clear lag behind other European countries.

In professional settings, Many countries take the lead. Half of all respondents use AI tools every day or several times a week at work. Many rely on AI for writing reports, analyzing data, and automating routine tasks. Nearly half of the German participants say they have used AI “much more often” in the past six months. This sharp increase highlights a strong and growing embrace of AI in the workplace.

Chat GPT stands far ahead of all other AI tools. Survey data show that 86 percent of AI users turn to Chat GPT on a regular basis. Google’s Gemini follows in second place, with 26 percent of users using it regularly. Microsoft Copilot comes next, with 20 percent of regular users. Deep Seek, the Chinese AI bot debated in expert and privacy circles, finds virtually no use among everyday consumers.

Challenges for Manufacturers and Retailers

Manufacturers and retailers face new hurdles as consumer search habits evolve. They need to change their strategies to stay visible in an AI-driven world. If they do not adapt, customers may not find their products online.

Over the past ten years, consumer goods brands relied on buying visibility. They used pay-per-click ads on Google and Facebook to drive visitors to their websites. This method worked well to attract new customers and boost sales. Today, that tactic is losing its power and relevance.

Daniel Ahlstand, a partner at the Norwegian investment firm Verdane, explained this shift in the Frankfurter Allgemeine Zeitung. He said that brands once counted on paid ads as their go-to growth formula. Now, this formula struggles to deliver the same results in a changing online environment.

Large language models now reshape how people search for information and products. These AI systems let users skip the traditional search-and-ad funnel. They give answers and recommendations directly, without clicking through ads. Ahlstand warned that this change will force companies to rethink their growth strategies and marketing plans.

About the Study Method

The market research company Norstat carried out this survey for the venture capital firm Verdane. They used an online panel to collect the data. The survey took place in June 2025. A total of 7,282 people from six countries joined the survey. These countries were Germany, the United Kingdom, Sweden, Norway, Denmark, and Finland. The participants were aged between 18 and 60 years. In each country, the researchers collected at least 500 qualified answers.

The survey divided people based on their use of AI chatbots, also called Large Language Models. Those who said they used these tools more than once a month, either for personal or work reasons, were called active users. Only these active users answered the full survey. People who did not meet this condition answered a shorter version of the survey. This shorter survey asked about their experience with AI tools and any problems they had while using them. Out of the 7,282 total participants, 3,062 qualified to answer the full survey.

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