AI Is The New Search Bar, But Finding The Best Deal Takes More
AI Is The New Search Bar, But Finding The Best Deal Takes More
Publish Date: 2026-06-16 10:00:00
Source Domain: www.forbes.com
Artificial Intelligence
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For more than two decades, search engines have been the starting point for consumer decision-making. Whether researching a new laptop, comparing travel options or hunting for the best price on everyday essentials, shoppers have relied on search to guide their purchasing journeys.
Today, artificial intelligence is beginning to challenge that role.
Instead of typing a series of keywords into a search engine and sorting through pages of results, consumers can now ask AI tools a direct question and receive a curated answer in seconds. As adoption grows, AI is increasingly becoming a new gateway between consumers and brands, reshaping how people discover products, evaluate options, and make purchasing decisions.
But while AI may be changing how consumers search, it is not changing what they ultimately want: confidence that they are making the right purchase at the right price.
According to a recent survey from my company, Prosper Insights & Analytics, nearly 38% of U.S. adults already use generative AI tools such as ChatGPT, Gemini and Copilot. Adoption is particularly strong among Millennials, where 45% report actively using generative AI.
Prosper – Heard of Generative AI
Prosper Insights & Analytics
The data also reveals that consumers are using AI for highly practical purposes. Among current users, 54% use AI for internet searching and nearly half use it for research and information gathering. Rather than viewing AI as a novelty, consumers increasingly see it as a tool that can help simplify complex decisions.
Prosper – Use Generative Artificial Intelligence For
Prosper Insights & Analytics
This shift has important implications for retailers and brands.
Historically, the consumer journey involved multiple touchpoints. Shoppers searched online, visited retailer websites, compared prices, read reviews, and looked for discounts before making a final purchase. AI has the potential to compress much of that process, serving as a…
