How generative AI platforms are reshaping the path to purchase
The digital commerce landscape is undergoing a seismic shift. Traditional search engines are being rapidly replaced by AI-powered platforms like ChatGPT, Gemini, and Meta AI that are becoming central to how people shop, research, and compare products. In this new era, AI is the front door to commerce, and brands must evolve or risk being left out of the conversation.
AI Adoption Trends
According to Morgan Stanley’s May 2025 report, 14% of US consumers 16 and older, or about 35 million people, now use ChatGPT, Gemini, or Meta AI daily, up from 11% just six months ago. The trend is especially pronounced among younger audiences. About 20% of 16-24-year-olds use generative AI daily. Within that age group, ChatGPT leads the pack, with 22% using it daily and 68% using it monthly, significantly outpacing both Gemini and Meta AI.
Platform Growth
Among the major platforms, Google’s Gemini has grown the fastest, driven by the release of its stand-alone iOS app, the launch of Gemini 2.0, and the debut of the generative AI-powered AI Overviews search. But this growth is also about commerce. Between 25% and 45% of users now shop, research products, and compare prices on these platforms.
While there is currently a high degree of overlap in platform use, Morgan Stanley predicts the landscape will soon fragment. As AI models become more personalized, develop memory, and add innovative new features, distinct user journeys will emerge. In that environment, companies like Google and Meta, already rich in consumer data and infrastructure, may pull ahead in the AI commerce race.
Rethinking Search and Commerce
As AI platforms become discovery engines, brands must rethink their approach to search and commerce. Traditional SEO tactics like keyword stuffing and backlinks no longer cut it since AI now curates answers, not just links.
That is where companies like Profound come in. As a leader in AI search optimization, Profound helps brands track their visibility across AI platforms, monitor brand mentions, and optimize content based on how AI models interpret their offerings.
Adapting to the AI-Driven World
To remain competitive as AI becomes the shopper’s first point of interaction, brands should:
- Adapt their content strategies to align with AI algorithms.
- Utilize AI-powered tools for better customer insights.
- Personalize shopping experiences based on AI recommendations.
