A recent report by BrightEdge reveals confusion in online shopping driven by AI tools like ChatGPT due to inconsistent brand recommendations. Analysis shows that 61.9% of user queries lead to conflicting suggestions across various AI platforms, with agreements on brand choices occurring only 17% of the time. Disparities were pronounced in sectors like healthcare (68.5% disagreement) and education (62.1%). ChatGPT typically recommends fewer brands (2.37) compared to Google AI (average of 6.02), leading some users to prefer it for a simplified experience. However, ChatGPT avoids brand mentions in 43.4% of cases, while Google AI Overviews omit them only 9.1% of the time. Furthermore, ChatGPT provides limited citations (0.73) compared to Google AI Mode’s 14, which enhances perceived reliability. Shoppers should cross-check between these tools to make informed purchases, acknowledging that utilizing multiple AIs can reveal a clearer view of brand options.
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