Summary
Generative AI is becoming an active participant in the purchase journey, helping consumers compare products, interpret information and select among alternatives. Based on a survey of 500 adults who use AI at least weekly and have used it for shopping or product research, the latest report in the ARF and MSI
Psych of Gen AI series examines how much of the decision process consumers are willing to delegate, where they still insist on control and what their growing reliance on AI means for marketers.
