Online Shoppers Likely to Switch to AI Tools Like ChatGPT If Search Is Poor
News related to:Nosto · 2 min read
NEW YORK, Sept. 23, 2026 /CourierPR/ -- A new survey commissioned by Nosto, a Commerce Experience Platform, reveals that a significant portion of online shoppers are likely to switch to AI assistants such as ChatGPT and Claude if they encounter poor search results on retail websites. The findings highlight a growing dissatisfaction among consumers with traditional search tools, prompting retailers to reconsider their digital strategies.
According to the survey, 40% of online shoppers are prepared to use AI assistants like ChatGPT or Claude if their search on a retailer's website is unsatisfactory. This shift is particularly concerning for retailers, as 72% of consumers have already tried or are open to using AI to enhance their online shopping experience. The research, which surveyed 2,000 US and UK consumers, underscores the changing expectations of shoppers in the digital age.
The survey also reveals that 59% of US and UK consumers admit they often leave ecommerce stores due to poor onsite search. When faced with irrelevant search results, 40% of shoppers are likely to switch to AI tools. Additionally, 62% of consumers are likely to go to Google, 53% are likely to go to another shopping website, and 40% are likely to turn to a general AI tool like ChatGPT or Claude, with this number rising to 50% for consumers under 45.
Shoppers face a range of frustrations with traditional onsite search, including irrelevant results, search overload, difficulty in finding the right words, and the same products being listed repeatedly.
Despite these challenges, the good news for retailers is that most shoppers are receptive to AI being used directly on retail sites to enhance search. 72% of consumers have already tried or would be open to retailers using AI to improve search on their sites. Among those who have used AI-powered onsite search, more than 95% believe it can be helpful in various ecommerce sectors, with electronics and appliances, clothing and fashion, groceries and everyday essentials, and beauty and skincare being the top areas where AI is seen as most beneficial.
However, shoppers are concerned about privacy, control, and transparency when it comes to AI. 73% are worried that stores will track and collect their personal data to train AI, 71% are concerned that AI will recommend products to increase retailer profits rather than focusing on what's best for shoppers, and 69% are concerned that they will be forced to use AI without being able to switch back to traditional search. Additionally, 69% are concerned that AI features will interrupt and distract them while they shop.
To address these concerns, Häkkinen suggests that retailers need to earn shoppers' trust by being clear about when their data is being used to improve AI-powered search, what data is involved, and why.
Nosto's research indicates that the future of ecommerce search is likely to involve a blend of AI and traditional search methods. By embracing AI, retailers can enhance the customer experience, increase sales, and stay competitive in a rapidly evolving market.