Online shopping using ChatGPT and other AI tools can be ‘confusing’ for users, report claims

Online shopping using AI tools like ChatGPT can be confusing for users due to a lack of consensus in brand recommendations, a report claims. An analysis by BrightEdge, which assessed thousands of shopping-related questions across various AI platforms, found that they frequently disagree on which brands to suggest. The report found that 61.9% of user queries resulted in conflicting brand recommendations, depending on the platform used. In only 17% of cases did ChatGPT, Google’s AI Overviews, and Google’s AI Mode in Search recommend the same brand. Google AI Overviews were noted to lead with brand mentions in 36.8% of queries.

The report also mentions significant inconsistencies in brand recommendations across AI platforms.