Search is an integral part of the customer journey—and genAI is a potential game changer. Nearly 40% of online multibrand retail shoppers typically discover new brands and products by searching on websites and apps, per our June 2024 survey. Consumers rely more on search than on browsing a retailer’s homepage, filtering by product category, or looking at sale and discount pages. Retailers that offer an enhanced search experience can stand out against their competitors.
Online shopping is one of the most viable use cases for consumer-facing genAI. The technology isn’t yet widespread, but 41% of US consumers have expressed interest in AI-powered search engines for online shopping, per Botify’s February 2024 survey conducted with Dynata. This is a considerably higher level of interest than in other common use cases for search. It remains to be seen whether genAI search can improve the shopping experience, which largely depends on how well the technology functions. But if it does prove valuable, consumer adoption is likely to ramp up quickly.