Shoppers use AI to find products but rely on reviews and price checks before buying

By the Optimixed Newsroom

Optimixed.com

Digiday

Oct 23, 2026

Research

TLDR

A Feedvisor survey finds that while 16% of holiday shoppers use ChatGPT to discover products, only 9% actually buy there, and AI recommendations alone rarely drive immediate purchases.

Optimixed Overview

Optimixed's original report on this story.

According to Feedvisor research cited by Digiday, ChatGPT serves as a starting point for product discovery for 16% of holiday shoppers, but conversion drops sharply—only 9% complete purchases through the AI assistant. When an AI recommends a product, just 5% of respondents buy immediately; most verify prices and reviews on Google, Amazon, or other platforms first.

Topics:AI & Machine Learning in SEO

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