对话式商业时代

The shift to conversational AISummaryMainstream adoption has arrivedCustomers are ready to transactAI agents as a competitive surfaceThe new trust boundaryFrom discovery to decisionThe maturity gapWhat this means for brands010203040506070809 The shift toconversational AI Conversational AI hasbecome a decisionenvironment. That’s the Consumers are no longer using AI simply to getanswers or resolve issues. They are using it toshape intent, reduce risk and move themselvestoward action. In many cases, preference is In this context, conversational commerce meansenabling trusted, end-to-end decision-making inenvironments customers already rely on — and This report explores what happens whenconversational AI becomes a primary interfacefor discovery, evaluation and purchase. The data Our research shows thatconversational AI hasbecome a decision and explore options. Speed is a clear expectation:51.1% want AI chat apps to help them finish tasksfaster, signaling that conversational AI is valuedfor helping decisions progress. Two tensionsdefine what happens next. First, purchase It is no longer a supporting layer in digitaljourneys, but a primary place where peopleexplore options, reduce uncertainty and movetoward purchase. The data shows customersare already willing to buy and commit in AI-led Second, a maturity gap is emerging. While45.2% say brand websites feel advanced, only5% experience state-of-the-art AI assistantstoday, even as expectations for guided or fullyconversational experiences rise sharply by Conversational AI is not replacing brandchannels, but reshaping how customers arriveat them and where influence is established. Inthese environments, brands that are absent risk Adoption is already mainstream, with more thannine in ten consumers regularly using AI chatapps (tools such as ChatGPT, not traditionalchatbots) and seven in 10 spending multiplehours a day within them. These interactions start The findings show that consumers are readyfor AI-led interaction, but brand readiness islagging. The question is no longer whether toadopt conversational AI, but how brands need to Mainstream adoption 94% of respondentsregularly use AI chat apps,with users averaging nearly This level of adoption signals that conversationalAI has moved firmly into everyday use. Formost consumers, AI chat apps are no longernovelty tools accessed occasionally. They havebecome a routine part of how people look for With AI chat apps now widely available,consumers have formed expectations abouthow conversational interactions shouldwork. As a result, when brands appear in This shift is reinforced by the depth 70.6% of respondents can bedescribed as power users,spending two or more hourseach day in AI chat apps. Consumers are ready This points to a clear openness to transactingthrough conversational interfaces. Willingnessis high and momentum is real but what holds 72% of consumers say they wouldconsider completing a fullpurchase inside an AI chat app, This gap between interest and completion isbeing shaped by execution rather than demand.Customers want to move forward quickly withconfidence and how clearly payment is handled Among those open to AI checkout, expectationsare accelerating, with a majority anticipatingfull end-to-end transactions within the next 12 AI agents as acompetitive surface As AI chat apps become a common placefor exploration and decision-making, manyconsumers are no longer satisfied withgeneric assistance alone. They want accessto official, brand-backed sources that canprovide accurate and reliable information. The Likelihood of using an official AI agent inside the consumersAI chat app when it knows the brand’s products and policies 41% of consumers saythey would actively usean official brand AI agent The absence of an official brand agent alsocarries measurable risk. Behavior when the preferred brand does not offer anofficial AI agent in the consumer’s favorite AI chat app 19.8% of consumers say they wouldswitch brands, or abandon thetask altogether, if a brand doesnot offer an AI agent. Where brands show up matters 43% of consumers say theywould choose Brand A if itoffered an official AI agent Likelihood respondent would prefer Brand A over Brand B if the formerhad an official AI agent in the respondent’s preferred AI chat app Branded AI agents are a key part of thecompetitive landscape because credibilityinside AI chat apps can matter as much as price,product range or service quality. Brands that Branded AI agents are not just a conveniencefeature, but an emerging point of differentiation.When consumers have the option to engage with The effect goes 57.9% say they would shift theirshopping to brands that add Expected maturity level of brand websites/appsin 2026 (n=1,003, all regions) 51% of consumers say they ideallywant brand websites orapps to be guided or fullyconversational by 2026. Basic: Browse & self-serve (manual work)Advanced: Smart tools & suggestions (some hel