Half of Australians using AI to research purchases

Half of Australians have used artificial intelligence tools to research a purchase, according to new research from consumer insights platform Ideally. But only 3% would buy solely on an AI recommendation.

The survey of 809 Australians suggests AI is playing a bigger role in product discovery, while traditional sources still shape final purchase decisions. More than half of respondents said they would seek further verification if an AI assistant suggested a brand they had not heard of before.

Among them, 52% said they would search for the brand on Google before deciding, while 21% would check review sites. By contrast, only a small minority said they would act on the recommendation without consulting another source.

The same pattern appeared in broader measures of trust. Asked which source they would trust most for a recommendation on a major purchase, 26% chose Google search results, 25% selected friends and family, and 20% picked online reviews. Just 6% said they would trust an AI assistant most.

Regular use of AI for shopping research is already established for a sizeable share of respondents. The findings show 27% regularly use AI to research products or services, while another 23% have done so once or twice.

Asked which tool they used last time they researched a purchase, 66% selected Google search. ChatGPT followed at 31%, ahead of social media at 24% and review sites at 23%.

Trust gap

James Donald, chief executive officer at Ideally, said the data suggests AI is gaining influence early in the buying process rather than at the point of purchase.

"AI is starting to decide which brands make the shortlist, but consumers still want proof before they buy," Donald said.

"That changes the purchase journey. Discovery is becoming more fragmented, and brands need to earn trust across every surface a consumer checks next, whether that is search, reviews, earned media or other third-party sources."

The research also examined how willing consumers are to let AI act on their behalf. Across the full sample, 4% said they would be comfortable allowing an AI agent to make a change, such as switching them to a cheaper provider, without seeking approval.

A larger group was open to some degree of automation with oversight. Some 29% said they would allow AI to act with final approval, while 33% wanted to compare options themselves and 34% did not trust AI with the decision.

Younger respondents were more open to handing over decision-making. Among Australians aged 18 to 30, 12% said they would allow an AI agent to act on their behalf without approval first.

Changing habits

The findings point to a shift in consumer behaviour that could affect how brands are discovered online. AI tools including ChatGPT, Claude, Gemini and Google AI Overviews are being used alongside established channels rather than replacing them.

For marketers, the survey suggests visibility in AI-generated responses may not be enough on its own. Consumers who encounter a recommendation through AI appear likely to cross-check it through search engines, review platforms and personal networks before spending money on a purchase.

Donald said this means companies need to ensure information about their products and services stands up across several channels.

"The brands approaching AI visibility most effectively are starting with the customer," Donald said.

"They are working out what people actually want to know, where behaviours are changing, and where there are gaps in the information available. Then they are creating credible content and research that helps answer those questions in the places consumers, and increasingly AI platforms, look for proof."