Shoppers Rethink Buys on Poor Websites

When it comes to shopping, AI is gaining influence over consumer purchasing decisions, but a disappointing website experience can quickly undo that influence. According to a new study by Contentsquare, 97% of shoppers will reconsider their purchase if the website doesn’t meet their expectations after an AI recommendation.

This shift in consumer behavior is significant, as 67% of consumers say they trust AI recommendations over those from social media creators or influencers when evaluating an unfamiliar brand.

AI’s Role in Shopping Decisions

AI is changing the way consumers shop, with 57% of consumers saying it has already influenced their spending. Of this group, 21% spent between $50 and $150 on AI-influenced purchases, while 14% spent between $150 and $500, and 5% spent over $500.

AI is also replacing traditional search engines for some shopping activities, with 36% of consumers using it to find the best price or deal, compare products, or discover new brands.

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Millennials Lead the AI Shopping Shift

Millennials are driving this shift, with 74% of consumers aged 30-44 likely to use AI when shopping online. This generation is also more likely to use AI to discover new brands and find the best price or deal.

As Jean-Christophe Pitié, CMO of Contentsquare, notes, “Consumers are forming opinions based on what AI tells them long before they reach a website. Brands need to ensure the website experience proves the recommendation right, not wrong.”

The study highlights the importance of consistency between AI recommendations and the website experience. If the two don’t align, consumers are likely to abandon their purchase or switch to a competitor.

The Risk of Disappointing Website Experiences

When an AI recommendation leads to a disappointing website experience, 57% of consumers will continue researching, 23% will switch brands, and 16% will abandon the purchase entirely. This risk is especially significant as AI‘s role expands beyond search and discovery into real influence over shopping decisions.

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As companies invest in AEO and GEO to increase their visibility to AI, they must also consider the website experience that follows. If the experience is slow, confusing, or frustrating, it can undermine the value of AI-driven discoverability.

According to the study, 21% of consumers say an AI shopping assistant gave them information that differed from what they found on a brand’s website, while 20% say AI did not provide enough detail to buy with confidence. This disconnect can derail the sale, sending shoppers back into research or toward a competitor.

As Pitié adds, “Consumers are forming opinions based on what AI tells them long before they reach a website. Brands need to make sure that information is consistent – and that the website experience proves the recommendation right, not wrong.”