An Audacy study attempted to quantify how AI plays into consumer decision-making. The media company said that the technology falls short in one element — trust — and that’s where its findings suggested traditional forms of media can play an important role.
Audacy’s research revealed that 68% of Americans use AI tools, such as ChatGPT or Gemini. Of those who use them, 72% do at least once a week.
For a quick answer to a question — maybe in the past fielded by a search engine — that’s often AI’s main purpose, as 61% of those surveyed said they turn to AI for quick answers. But more in depth, 43% said they use AI to research products and services.
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However, only 33% said they have actually made or considered a purchase, based on AI recommendations.
That’s where there is a gap, Audacy said — trust.
Radio and TV give credibility to recommendations
The media company asked those surveyed what would increase their trust in a business that AI recommended.
More than 80% said radio and TV increased their trust. That was followed by streaming video, podcasts and social media.
“AI introduces, radio reassures,” the study said.
While consumers aren’t necessarily acting on AI recommendations, the study does indicate that they are open to using the technology as a guide, particularly in high-stakes categories like travel, home improvement and finance. For travel and vacation planning, 83% said they would consider using AI, while 82% said the same for making decisions on electronics, appliances and furniture.
That’s why Audacy said the role for AI seems to be “helping, not selling.”
“Consumers are doing extensive AI research before engaging with businesses,” the study said.
Audacy used the Suzy Insights end-to-end consumer insights platform to conduct the study of approximately 1,000 U.S. adults from June 30—July 2.
More details from the study can be found on Audacy’s website.
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