As AI tools like ChatGPT and Gemini become everyday search companions, understanding how artificial intelligence is shaping consumer purchase behavior across generations is critical for marketers in 2025.
Google was founded in 1998 and over two decades it has achieved significant influence on consumer purchase decisions. Our research shows that AI tools (Gemini, ChatGPT) have surpassed the half-way mark in usage levels in just three years on an annual usage basis BUT is comparable for those that use them most frequently.
Through our consumer behavior studies across 50+ countries, we’re studying how AI adoption is creating new touchpoints in customer decision-making processes. This is just the beginning of a journey that, no doubt, will continue to evolve; so, keeping a pulse from a consumer point of view is essential.
Current AI adoption shows measurable purchase influence
At a high-level, 64% of consumers now use ChatGPT regularly, with 39% actively engaging with Google’s Gemini.
That’s usage, but what’s important for our context is to understand how this translates into business impact. To-date 25% of consumers have purchased products recommended by AI programs overall. This could be Gemini, ChatGPT or other. For comparison, 45% of consumers across all age groups have made purchases following Google search recommendations. It’s catching up VERY quickly in a short amount of time.
It's clear that if you are not integrating your brand into AI platforms you are missing out on opportunity.
AI adoption varies significantly by demographic
At a high level the adoption is strong but it’s important to look beneath the surface to understand how this behavior may impact your business. The first layer we monitor is from a generational perspective as we can’t paint everyone with the same brush.
Gen Z, alongside Millennials are the greatest adopters of making purchase decisions driven by Google and AI searches. ~50% purchase as a result of Google searches, >30% from AI recommendations.
Gen X is a little further behind with 45% purchasing after a Google search result recommended it and 20% purchasing after an AI program recommended it.
Baby Boomers, not surprising, are the lowest adopters with 32% purchase influence from Google searches, only 8% from AI tools.
While we need to understand generational insight; as you look to how these behaviors will affect your business it’s important to dive deeper into your specific industry or category to understand the nuances so that you can apply what is best for your vantage point.
It’s not a complete switch - AI creates additional touchpoints alongside existing search behavior
The data shows consumers are adding AI tools to existing research habits rather than replacing them. Google search maintains dominant influence across all age groups, while AI represents an additional channel where customers can ask direct questions about products or request brand comparisons.
This is what it looks like right now, but as we all know, things are changing fast so it’s integral to keep a pulse on consumer behavior.
The strategic takeaway for marketing leaders
With 25% of consumers making purchases based on AI recommendations, your brand should be monitoring how this impacts your business. This is especially important if your customer base skews younger.
Brands with older customer bases can likely delay significant AI investment while focusing resources on traditional search optimization within their digital plan. However, brands targeting Gen Z and Millennials need to understand their AI representation now. With 34% and 33% purchase influence respectively, this represents too large a segment to ignore. In a world where being invisible is your greatest challenge, this will help you increase your visibility with your highest-value prospects
When you’re looking for way to drive growth for your brand or business, it’s essential to recognize that this is one piece of the puzzle. A foundational understanding of your brand health, your strengths and challenges across the brand growth funnel will never be replaced by AI or digital only execution.
Purchase drivers are not only in the digital realm and understanding what drives people to buy across the entire marketing mix is your first step, but, when you are looking at digital influences of purchase keeping a pulse on where AI is playing a role is key.
A multi-channel presence is essential
Our 50+ years of understanding consumer behavior, attitudes and emotion indicates that new channels rarely replace existing ones entirely, they add complexity to customer journeys. The AI adoption data follows this pattern, with consumers using multiple touchpoints before making purchase decisions.
Understanding how AI representation affects your brand requires the same measurement rigor as any strategic marketing decision. Our proven methodologies, developed through 50,000+ case studies across 45+ countries, can help you measure and understand these evolving consumer touchpoints.
Contact us to start the conversation about incorporating AI representation into your brand strategy.
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Data Source: IMI International’s Pulse™ and IMI24TM, based on over 2 million interviews with consumers from February 2020 to March 2025, across 60+ demographics, 800+ brands and 400+ categories.