What connects running shoes, home insurance and luxury cars? Customers take their time picking the right one. They research, they compare, and they consider. Increasingly, they do all those things using generative AI tools; 61% of U.S. consumers used an AI assistant for shopping research or decisions in the past three months, according to a survey of 2,600 shoppers by digital agency Dept.
In turn, that means advertisers in those categories find themselves more vulnerable to shifts in consumer search behavior provoked by the emergence of AI search tools like Google’s AI Overviews or ChatGPT, than other brands.
But CMOs aren’t looking to GEO tactics to save them. Instead, they’re using consideration concerns to argue for bigger media budgets and increased upper-funnel activity.
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