Google-commissioned Ipsos study finds AI-using shoppers make nearly 3x more touchpoints
TLDR
A Google-commissioned Ipsos study of 14,305 AI-using shoppers in 25 markets reports AI search shoppers visit 12 touchpoints, nearly three times more, and raises questions about proving sales when Google's AI reports omit clicks.
Optimixed Overview
Optimixed's original report on this story.
Google commissioned Ipsos to survey 14,305 AI-using shoppers across 25 markets, aimed at CMOs, and the research puts AI search shoppers at 12 touchpoints, nearly three times more than others, as PPC Land reported. The findings also raise a measurement problem for brands, since Google's AI reports can leave out clicks, making it harder to prove sales.
How we got here: earlier coverage
On July 17, Google's SVP Nick Fox said AI Search features alone send billions of clicks weekly. On November 1, Google's Shivani Mohan told advertisers that one in six searches is multimodal, though the May data covered only US AI Mode. On November 2, Google moved AI Overviews for brand searches to the right column, and buyers told Digiday that 10% to 30% of search budgets now face new scrutiny. Now, a Google-commissioned Ipsos study of 14,305 AI-using shoppers in 25 markets reports that AI search shoppers visit 12 touchpoints, nearly three times more, and raises questions about proving sales when Google's AI reports omit clicks.
Summary of earlier coverage
- Nov 9One Site Estimates Google's AI Features Drove 21% of Its Clicks
A site that opted out of Google's AI features estimated that AI Overviews and AI Mode accounted for about 21% of its clicks, with a possible lift on regular listings.
- Nov 3Google Moves AI Overviews for Brand Searches to the Right Column
Google moved AI Overviews for brand searches to the right column on November 2, while buyers told Digiday that 10% to 30% of search budgets now face new scrutiny.
- Nov 1Google's Shivani Mohan says one in six searches is multimodal, based on May data limited to US AI Mode
Google's Shivani Mohan told advertisers that one in six searches is multimodal, but the May data covered only US AI Mode.
- Jul 17Google Claims AI Search Features Generate Billions of Clicks to Websites Each Week
Google's SVP Nick Fox claims AI Search features alone send billions of clicks weekly, contradicting widespread reports of declining organic traffic.