Shoppers Embrace AI Tools for Smarter Comparison Shopping

According to data from Attest, 44.4% of US adults are likely to use AI tools like ChatGPT or Copilot for researching potential purchases. However, a separate survey from Workera revealed that only 17% of full-time professionals in large companies frequently utilize AI tools in their daily tasks. Globally, 40% of AI tool users believe that while chatbots offer quick responses, human interactions are essential for empathy and understanding. Marketers can leverage this data to understand the consumer journey better and enhance their visibility in AI-generated responses through machine-to-machine marketing initiatives. This insight comes as part of EMARKETER’s special coverage on AI in Marketing, based on a survey of 1,000 US adults aged 18-67 conducted on April 2, 2025.

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