- A Storyblok survey of 200 businesses and 200 high-value online consumers* revealed how brands are responding to consumers’ growing use of AI tools
- 40% of consumers say they regularly use AI services like ChatGPT when researching products online, with 17% saying it is now their primary source of information when making a purchasing decision, behind Google (45%) and marketplaces like Amazon (26%). 9% use a brand’s website
- 47% of brands say AI and LLM will significantly redefine their SEO strategies, with 20% saying it will lead to a complete overhaul
- Brands expect AI-powered search engines to radically change consumer behavior, with 40% expecting more personalized searches and 25% expecting greater trust in search results
- 43% of brands are monitoring trends, 38% are investing in technology, 30% are partnering with vendors, and 29% are training their staff on skills. Only 17% are not preparing to integrate AI and LLM into their marketing strategies.
Storyblok, the modern content management system (CMS) for all teams, released a survey of 200 businesses and 200 consumers that illustrates how quickly AI has impacted online consumer behavior.
Nearly one in five consumers now use AI tools as their primary source of information when deciding whether to buy a product. 15% of consumers said AI tools were their most trusted source of information online. This compares to 37% for Google, 24% for marketplaces like Amazon, and 23% for a company’s website.
In response, 63% of brands say AI is having an impact on their content marketing, SEO strategies, and the way their websites operate. 27% said they were unsure what impact AI would have on their approach, and only 5.5% said they didn’t think there would be any impact. SEO was identified as one of the biggest battlegrounds, with 47% of brands expecting a significant impact on SEO strategies and 20% expecting a complete overhaul.
In a previous survey of 1,700 marketing professionals, Storyblok found that 38% of companies are investing in AI technology, 30% are partnering with vendors, and 29% are training their staff on these skills. Only 17% said they are not preparing for the integration of AI and LLMs. Currently, the most common uses of AI in marketing are content creation (78%), content ideation and research (70%), and content editing (67%).
Thomas Peham, VP of Marketing at Storyblok, said: “The speed at which consumers are adopting AI in their daily lives is unprecedented. In less than two years, 40% of consumers now regularly use AI to help them with online purchases, and nearly one in five use it as their primary source of information. This is a remarkable shift in consumer behaviour that requires a rapid response from marketing teams.”
“Most of the companies we surveyed are aware that AI requires a rethink of their marketing strategies. However, 27% said they don’t know what that new approach will look like. Identifying the right approach in such a dynamic market is going to be very challenging. Brands can put themselves in the best possible position if they understand the fundamentals of how their customers interact with them, the impact of the user experience, and the effectiveness of all their marketing channels. Most marketers are using AI tools to create more content, but the real challenge is using AI tools to create better content that generates value for the user.” *High-value online consumers were defined as making at least three online purchases each month.
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