How Artificial Intelligence is Rewriting the Consumer Journey
An AI deep dive
As the adoption of artificial intelligence continues to grow, so do its implications for the consumer decision journey. Building on the view of AI as a companion, guiding both everyday choices and high-stakes commitments, our latest AI deep dive report explores the nuances that inform actionable AI strategies for brands.
Mainstream Adoption and Consumer Sentiment
AI is no longer a niche technology. It has achieved a level of adoption in two years that took voice assistants approximately a decade.
Everyday Use: 33% of consumers are extremely or very familiar with AI, and 41% report using AI-powered tools daily or multiple times a day.
Top Applications: While historically used for utility tasks, AI’s fastest-growing application is now shopping and product research (34%).
Mixed Perceptions: Consumers are optimistic but cautious. While 73% believe AI can improve their shopping experience, 65% are also concerned about how brands use it. The primary concerns center on data privacy/security risks (56%) and the potential for misinformation (52%).
Commitment Levels and AI Archetypes
Consumer expectations of AI shift based on the “commitment level” of a purchase—a function of the time, risk, and consequence involved. This gives rise to three distinct AI archetypes:
1. The Friendly Assistant (Low-Commitment Categories)
For everyday, low-stakes decisions like buying groceries or choosing a movie, consumers expect AI to deliver speed, convenience, and discovery. In this role, AI acts as an approachable “fast friend” that surfaces trends and simplifies choice.
Consumer Need: Efficiency and discovery.
Brand Opportunity: Use AI to surface personalized content (Spotify’s AI DJ), streamline purchases, and nudge trials of new products.
2. The Savvy Guide (Medium-Commitment Categories)
For moderate-stakes purchases like electronics or travel booking, which require more research, AI’s role shifts to that of a “savvy shopping buddy.” It must filter through complexity and help consumers compare options effectively to build confidence.
Consumer Need: Simplified decision-making and choice validation.
Brand Opportunity: Deploy AI tools that offer clear comparisons, personalized suggestions, and virtual “try-before-you-buy” experiences (like IKEA’s AR app).
3. The Trusted Advisor (High-Commitment Categories)
For high-stakes, complex choices such as real estate, financial investments, or major medical decisions, consumer trust is paramount. AI must act as a “trusted advisor,” providing transparency, evidence-based data, and reassurance. The need for human oversight and transparency is highest in this category.
Consumer Need: Risk reduction and confidence.
Brand Opportunity: Use “explainable AI” that shows its reasoning. Pair AI insights with human expertise and frame messaging around security and confidence (Zillow’s “Zestimate” is a key example).
Key Takeaways
AI is now a driver, not a passenger, in the path to purchase. For brands to succeed, a one-size-fits-all AI strategy is ineffective. Instead, they must tailor the tone, functionality, and transparency of their AI tools to match the consumer’s position in the journey and the commitment level of the category. Ultimately, trust is the currency of adoption; the deeper AI integrates into the consumer journey, the more critical transparency and human oversight become.
Download AI Deep Dive: How Artificial Intelligence is Rewriting the Consumer Journey for the full report.I
