One Quarter of Surveyed Consumers Use AI Platforms as Their Main Research Tool
Adobe detects a change in the stage where a person finds and evaluates brands.
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What happened
Adobe surveyed 3,000 executives and professionals and 4,000 consumers. Among the consumers, 25% identified AI platforms as their main research tool.
What changes
Product research now happens across search engines, marketplaces, social networks and AI assistants that summarize information before someone visits a website.
Why it matters
A brand can lose visibility before the first click if its public information is unclear, outdated or difficult to verify.
Implications for businesses
For U.S. businesses, the practical step is to audit public information: the website, products, locations, FAQs, policies, case studies, reviews and third-party references.
Un Rino’s take
Traffic still matters, but it is not the only useful indicator. Company information also needs to be understood and represented accurately when the first interaction happens elsewhere.
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