Executive Summary
Generative AI and social media are reshaping the way consumers discover, research, and purchase products. A Capgemini survey of 12,000 global shoppers found that nearly 60% of consumers have replaced traditional search engines with generative AI for product recommendations. Additionally, over two-thirds of shoppers want AI to aggregate search results from various sources, including social media, online search engines, and retailers’ websites.
Social media continues to be a dominant force in shopping, with nearly one-third of consumers using it to find new brands and make purchases in 2024, a number that has grown from previous years. Gen Z leads this trend, with over two-thirds discovering new products via social platforms, and more than half making purchases directly through social media. Consumers also turn to these platforms for product reviews, customer service, and direct engagement with brands.
Generative AI is gaining traction across all age groups, with younger generations, including millennials and Gen Z, adopting it at a faster pace. Meanwhile, brands are being urged to leverage AI-driven personalization and social commerce strategies to meet evolving consumer expectations. As AI and social platforms become further integrated into shopping experiences, businesses must adapt to remain competitive in the digital marketplace.
Read full article@www.retaildive.com
