Bazaarvoice

Most shoppers are now using AI tools to shop, and they're increasingly discovering new brands and products inside a chat window, which raises a practical question for anyone buying or selling commerce media.

What does it actually take to get a shopper to switch to a brand they've never heard of on an AI's recommendation? That is the very question that I partnered with Bazaarvoice on to answer in their latest consumer study called What Is a Brand Worth When AI Does the Shopping? And this is the concern that I kept hearing from brands that have spent decades building trust that AI assistants would kick off some kind of race to the bottom, recommending dupes and swaps that shoppers would accept without thinking about.

Perfect information that leads to unflattering comparisons, perfect competition flattening decades of brand architecture into just specs and prices.

But what we found in this consumer study is that switching is expensive, and price is the least effective way to pay for it.

In this episode, I'm gonna cover some of the highlights from this research that I collaborated on with Bazaarvoice, but I really do recommend checking out the full research study, which is live today at 7:00 AM Eastern Time.

I'll link up to that research in the show notes.

Let's jump in.

Mm.

So some of the research, for example, Bazaarvoice, who are a, a user-generated content platform, they did a big piece of research and they found that around 97% of people needed to see more than one piece of information about a product before they bought it.

So that one piece of information would be you go onto the product page, it says, you know, this is a white T-shirt.

Okay, add to cart, buy.