The landscape of AI tools for online shopping is evolving rapidly, allowing users to complete tasks like restaurant bookings and product research. However, a study by BrightEdge reveals significant discrepancies in brand recommendations across different AI platforms. Notably, 61.9% of shopping-related queries yield conflicting advice among ChatGPT, Google AI Overviews, and Google AI Mode, with only 17% consensus on brand suggestions.
For instance, Google AI Overviews mentions brands in 36.8% of queries, while ChatGPT provides just 2.37 brand recommendations per query compared to Google’s 6.02. Additionally, ChatGPT fails to mention brands in 43.4% of cases, revealing its limited utility.
Google AI excels in citation transparency, averaging over 14 citations per query versus ChatGPT’s 0.73. Thus, shoppers are encouraged to cross-reference multiple AI tools for the most informed purchasing decisions, despite the added effort. This practice is crucial for navigating brand inconsistency and making optimal choices.
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