ALUNO Research
Original research will be published when ALUNO can explain its sample, method, evidence, and limits. Until then, the external sources remain clearly distinguished below.
The evidence
Consumers are increasingly turning to AI to research, compare, validate, and decide. The shift is still developing, but the behavior is already measurable across large-scale studies.
01 / Adoption
About half of consumers intentionally use AI-powered search. Among those users, it has already moved ahead of traditional search as a preferred source of insight.
1,927 U.S. consumers · McKinsey AI Discovery Survey
McKinsey · 2025Among AI-powered search users
02 / Preference
Many consumers already prefer GenAI product recommendations to traditional search—and a substantial share say they are prepared to act on them.
12,000 consumers · 12 countries
Capgemini Research Institute · 202503 / Experience quality
People are not only experimenting. Many say conversational AI search is as satisfying as traditional search, while providing more comprehensive information for decision-making.
2,120 consumers · US, UK, Canada, Australia
Microsoft + Publicis · 2025trust AI suggestions more than friends, retailers, or search engines
04 / Trust and action
For active GenAI users, AI is beginning to operate as a trusted source of advice—not simply a tool for retrieving information.
18,000 consumers · 14 countries
Accenture · 202505 / Discovery
AI is becoming a meaningful additional channel for exploring products—not a replacement for every existing path to discovery.
8,350 shoppers · 21 countries
Salesforce · 2025More than half of Gen Z consumers do so.