What This New Study Reveals About How People Shop With ChatGPT | Kevin Indig

From The Marketing Engineer · 44:43

Show by Profound

ChatGPT is changing how people research products, compare options, and decide what to buy. A new study offers a closer look at how consumers use AI recommendations to make those decisions.In a research collaboration between Kevin Indig, Profound, and Eric Van Buskirk of Clickstream Solutions, 56 participants completed 221 product-comparison tasks in ChatGPT. The researchers found that participants often formed shortlists without visiting other websites, rarely verified AI-generated claims externally, and frequently considered brands suggested by ChatGPT.Kevin joins Josh Blyskal, Founding AI Strategist at Profound, to discuss what the findings reveal about the participants' behavior and what they could mean for the future of SEO, AEO, and marketing.They explore how AI-generated shortlists influence which brands consumers consider, why brand trust still plays an important role, and how marketers can improve their visibility in AI search.Kevin also shares his perspective on the challenges of measuring AI's influence on purchases, early observations and opportunities around advertising in ChatGPT, and how brands can adapt their strategies as consumer behavior evolves.We discuss:How the study examined consumer buying behavior in ChatGPTWhy participants often relied on ChatGPT's recommendations without external verificationThe influence of AI-generated shortlists on which brands participants consideredWhy brand trust can outweigh a top recommendation from ChatGPTChatGPT's potential to reshape the traditional marketing funnelThe importance of focusing on search intent rather than exact promptsHow brands can use query fan-outs to improve their AI search visibilityThe challenges of measuring AI search's influence through traditional attributionEarly observations and opportunities around advertising in ChatGPTStrategies for adapting SEO and AEO as consumer behavior evolvesRead the full study here: https://www.tryprofound.com/blog/the-shortlist-is-the-new-shelf Connect with Kevin:LinkedIn: https://www.linkedin.com/in/kevinindig/ Growth Memo: https://www.growth-memo.com/ Connect with Profound:Website: https://tryprofound.comLinkedIn: https://www.linkedin.com/company/tryprofound/X: https://x.com/tryprofoundRead the Marketing Engineer Manifesto: https://www.tryprofound.com/marketing-engineerProfound University: https://university.tryprofound.com/The Marketing Engineer is a show for practitioners figuring out in real time what it means to market at the frontier. New episodes every two weeks.

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