Practically two-thirds of Portuguese consumers already use Artificial Intelligence to decide the purchase they are going to make.
It is used to search for information, to make summaries, to deal with numbers… and to make purchases. Or better yet, to help you choose your purchases. Yes, the Artificial intelligence (IA).
A study carried out by Consumers Trust Labs, among more than a thousand consumers using the Portal da Queixa, shows that practically two thirds (65%) of Portuguese consumers used by IA – ChatGPT, Google Gemini or Grok – to support purchasing decisions.
It is called ‘algorithmic consumer’, one that uses AI as an instrument of protection and validation.
In a statement, Portal da Queixa highlights that a clear transformation is taking place in consumer behavior: Artificial Intelligence is reinforcing decision-making power and autonomy in choosing brands, products and services.
AI has become a tool for defense of the consumer. The new tool is used by buyers to reduce risks, validate reputation and escape traditional advertising.
More than a technological trend, AI is emerging as an instrument of protection e validation before the final decision.
AI mainly serves to compare alternatives e analyze complaints before purchasing. We no longer trust advertising so much, or even “word of mouth”. Now they are used algorithms to validate reputations and identify potential problems.
And it’s not even because of the speed – it’s because of the decision quality which you will take.
72.2% of respondents say that AI improved your purchasing behavior: research more, make more informed decisions, prevent such risky situations.
A consumer literacy is greater thanks to Artificial Intelligence.
Traditional advertising has obviously lost the impact it had: when deciding to make a purchase, 76% of consumers place more value on impartial information and real experiences; and not to advertisements. AI is a critical filter.
