Executive Summary
58% of consumers screened now use Answer Engines in their product research and shopping journeys, according to a new study of 2,739 screened individuals aged 18-99 in the USA. This represents a fundamental shift in how consumers make purchasing decisions, with 79.7% of buyers relying on Answer Engines for at least half of their decision-making process.
Key Statistics
The New Consumer Journey: Questions and Answers
Q: Where do consumers make their purchasing decisions?
A: Consumers are making their purchasing decisions inside Answer Engines like ChatGPT and Perplexity before they ever reach Google. Nearly eight in ten buyers (79.7%) rely on Answer Engines for at least half of their decision-making process. This represents a fundamental shift from traditional search to AI-powered decision making.
Q: What happens after consumers leave Answer Engines?
A: After leaving Answer Engines, 78.2% of users go to traditional commerce channels to complete their purchases. This represents the critical handoff moment from AI-assisted decision making to actual transactions. The flow shows a clear pattern: AI research followed by traditional commerce execution.
Where consumers go after Answer Engines:
- Google (24.2%)
- Amazon (20.3%)
- Brand websites (18.6%)
- Physical stores (15.1%)
Of those individuals, 70% of them ultimately buy something.
Q: How does decision-making share in Answer Engines affect conversion rates?
A: The more time consumers spend making decisions in Answer Engines, the higher their purchase conversion rates. When Answer Engines shape more than 80% of the decision, conversion rates reach 85.9%. When they only shape 20% or less, conversion drops to 32.6%. Answer Engines build the confidence needed to complete purchases.
The correlation is dramatic:
Q: What are the different types of Answer Engine users?
A: Purchase rates vary significantly based on how consumers enter Answer Engines. Users researching specific products convert at 68.9%, while those with vague intentions only convert at 38.5%. Users ready to buy who use Answer Engines as a final check convert at 89.3%. The more specific the intent, the higher the conversion rate.
Purchase rates vary significantly by entry point:
Q: Why do consumers leave Answer Engines?
A: Nearly half (46.4%) leave because they got what they needed. Others leave due to missing features: 14.5% need checkout functionality, 14.2% need live pricing, and 12.1% want authentic reviews. Answer Engines excel at information but lack transactional capabilities.
The top reasons for exiting Answer Engines:
The Answer Engine Advantage
Decision Confidence Building
Answer Engines aren't just providing information—they're building the confidence needed to complete purchases. When Answer Engines shape at least 80% of the decision-making process, conversion rates reach 85.9%. These platforms actively shape consumer confidence and purchase intent.
The Tipping Point
There's a clear tipping point in consumer behavior. When Answer Engines play a minimal role (≤20% of decisions), only 32.6% complete purchases. When they shape ≥80% of decisions, conversion surges to 85.9%—a nearly threefold increase. Answer Engines build the psychological foundation for purchase decisions.
What Answer Engines Don't Do (Yet)
Answer Engines excel at information and decision-making but lack critical transactional features. They can't process checkouts, provide live pricing, or offer authentic reviews. This gap represents both a limitation and an opportunity for future development.
Current limitations include:
- No checkout functionality (14.5% of users need this)
- No live pricing/availability (14.2% of users need this)
- Limited authentic reviews (12.1% of users want this)
- Limited visual content (8.6% of users want photos/videos)
Strategic Implications for Brands
Brands must immediately adapt their strategies. Traditional marketing approaches are no longer sufficient—brands must meet consumers where they're actually making decisions.
1. Track Brand Visibility Across Answer Engines
Brands must track their visibility across Answer Engines where 79.7% of purchasers make at least half their decisions. This requires new metrics beyond traditional SEO to understand how your brand appears in AI-generated responses and what questions consumers are asking about your products.
2. Create and Optimize Content at Scale
Develop content strategies that target Answer Engine citations and convert visibility into sales. Create comprehensive, authoritative content that answers specific consumer questions. Optimize the handoff to Google, Amazon, physical stores, and brand sites to capture the 70% who complete purchases after using Answer Engines.
3. Utilize New Age Marketing Platforms
Invest in Answer Engine Optimization (AEO) strategies that build credible, well-cited coverage. Ensure your brand appears as the definitive answer when 58% of consumers seek information each week. Platforms like Profound can help establish authoritative coverage in sources like Reddit and Wikipedia.
The Future of Consumer Decision Making
The results are decisive: Answer Engines are now where consumers decide what products to buy. Brands that fail to meet consumers inside Answer Engines risk losing them long before checkout.
The businesses that act now will capture the consumers who are already deciding inside Answer Engines before competitors even enter the funnel. Controlling these conversations decides who stands out and who disappears.
Methodology
- Total respondents screened: 2,739
- Respondents who passed screening: 1,600 (58%)
- Age range: 18-99 years old
- Geography: USA
- Study period: 2025
Conclusion
Answer Engines have become the hidden engine powering consumer shopping decisions. With 58% of consumers using them weekly, brands must immediately begin optimizing for this new reality or risk becoming invisible to their most engaged customers.
The data is clear: decisions happen in Answer Engines, while transactions close on marketplaces, brand sites, in stores, or through Google. The future belongs to brands that understand and optimize for this new consumer journey.
Source: Profound 2025 AI Consumer Journey Study - 2,739 screened, 1,600 respondents aged 18-99 years old, USA, 2025