ecommerce

How Generative Search Changes Shopping Decisions

How Generative Search Changes Shopping Decisions

  • ARF; MSI

Generative search may help consumers move from broadly stated needs to more focused shopping decisions. In a field experiment involving more than 6.4 million users of Meituan—a Chinese ecommerce platform, consumers given AI-generated responses placed more orders and generated greater transaction value than those using conventional keyword search. They also spent less time browsing and concentrated their attention on fewer, more relevant categories and merchants.

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Analytics & Forecasting 2026

Analytics & Forecasting 2026

  • Analytics & Forecasting

AI is transforming how organizations generate insights and forecast outcomes, but questions remain about reliability and the need for human oversight. On September 14-15 in NYC, industry and academic leaders gathered to discuss integrating AI into analytics workflows and maintaining transparency.

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The Power of Persuasion in Livestream Commerce: How Benefit Appeals Drive Sales

The Power of Persuasion in Livestream Commerce: How Benefit Appeals Drive Sales

  • JOURNAL OF ADVERTISING RESEARCH

What makes consumers more likely to buy during a livestream shopping event? This Journal of Advertising Research study finds that benefit-focused messaging—where influencers emphasize how a product improves consumers' lives—significantly increases sales. Analyzing real-world TikTok livestreams and validating the findings through controlled experiments, the researchers also show that customer engagement, facial attractiveness and expressive body movement amplify the effectiveness of these benefit appeals. The findings provide practical guidance for brands and creators looking to improve livestream performance.

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Beyond the Recommendation: How Prompt Language Changes How AI Frames Your Brand

Beyond the Recommendation: How Prompt Language Changes How AI Frames Your Brand

  • Psychology of Gen AI
  • ARF; MSI

Generative AI tools are not just recommending products—they are shaping how consumers perceive them. This latest issue in the Psychology of Gen AI series, the third phase of the seventh study on AI product recommendations, examines how small changes in prompt wording alter the explanations AI systems generate around the same brand. Using ChatGPT descriptions of Arm & Hammer Advance White toothpaste across multiple, shopping-related prompts, the study reveals how AI recommendations construct different product narratives, emphasize different benefits and even introduce different caveats depending on the consumer’s wording of their question.

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