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IAB&Talk Shoppe：2025 AI驱动商业时代下营销人员的机遇研究报告（英文版）（40页）.pdf

上传人： 1****1 编号：967019 2025-11-14 40页 25.72MB

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1、When AI Guides the Shopping JourneyOPPORTUNITIES FOR MARKETERS IN THE AGE OF AI DRIVEN COMMERCEPREMIER PARTNERS:WHEN AI GUIDES THE SHOPPING JOURNEY2Whats in Store3Welcome to the Era of AI-driven Commerce6Current State of AdoptionWhos using AI and why12AIs Value in the Purchase JourneyWhere its most

2、influential20The Trust GapMore steps,more confidence25Future OutlookWhat shoppers want next from AI32Call to Action Recommendations and ResourcesWHEN AI GUIDES THE SHOPPING JOURNEYWelcome to the era of AI-driven commerce 3To explore this transformation,IAB partnered with Talk Shoppe to conduct a com

3、prehensive,first-of-its-kind research initiative.Including 450+digital ethnographies and a survey of 600 US consumers,this study analyzed actual shopping behavior to uncover:What the AI-enhanced shopping experience looks like in practice How AI is used alongside other online servicesWhere and how br

4、ands fit into this ecosystemThe future opportunity for marketersWe found that AI is turning shopping into a more dynamic sequence of decisions.It helps cut through clutter,narrows choices,and builds confidence-but it also prompts shoppers to take more follow-up steps to confirm what they find,creati

5、ng new,high-intent moments for marketers to earn attention and trust.AI is reorganizing the moments where marketing is most effective.This report reveals the touchpoints that matter most,the real behaviors shaping post-AI shopping,and the shifts that align media and messaging to this new reality.As

6、digital shopping is being redefined by intelligent assistance,were witnessing a fundamental shift in how consumers evaluate and make purchase decisions.AI is not just changing commerce-its powering the next wave of growth.Consumers are increasingly turning to AI tools to guide their shopping journey

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根据《当AI引导购物之旅：AI驱动商业时代营销者的机遇》报告，以下是全文关键点： 1. **AI购物趋势**：近40%的美国消费者使用AI进行购物，预计AI将在假日季节影响超过2600亿美元的全球电子商务销售额。 2. **AI购物者**：AI购物者通常是高价值消费者，他们更频繁地购物，且每次购物支出更高。 3. **AI在购物旅程中的作用**：AI在购物旅程中扮演重要角色，尤其在产品比较和选择缩小阶段最为有效。 4. **信任差距**：尽管AI有助于购物，但消费者对AI的信任度较低，46%的消费者完全信任AI的购物推荐。 5. **购物者行为**：95%的消费者在使用AI后采取额外步骤以增强购买信心。 6. **未来展望**：消费者希望AI提供更多功能，如产品评论摘要、预算匹配推荐和产品比较。 7. **营销建议**：品牌和零售商应确保其内容在AI生态系统中可见且准确，同时提供可信的验证和消息传递。
"AI购物，信任如何建立？" "AI时代，购物体验大不同！" "AI助力购物，未来趋势揭秘！"
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