Accenture Study: 72% of consumers frequently use generative AI in their purchase decisions

Generative artificial intelligence (Gen AI) is playing an increasingly important role in the buying process, directly influencing consumer behavior. According to Accenture’s latest study, 72% of consumers already frequently use such tools, and half of active users say they’ve purchased products based on AI recommendations. Moreover, 1 in 10 consumers now consider AI the most trustworthy source for making buying ...

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