Over two in five consumers (42 per cent) say they are likely to trust AI-generated summaries without visiting a website, according to new research from Optimizely.The findings, based on a global survey of more than 1,300 consumers, a companion survey of 1,000 marketing leaders, and Optimizely product data from previous Black Friday and Cyber Monday periods, illustrate a profound shift in how people navigate the web — and what it means for marketers competing in an increasingly “click-less” discovery landscape.
The consumer and marketing leader survey findings were recently published in Optimizely’s report AI & The Click-less Customer, which explores how AI is transforming the way people discover, evaluate, and engage with brands online. The research shows that more than half (52 per cent) of consumers frequently use AI to research products, signalling AI platforms are the new front door to digital experiences.
The rise of AI discovery means brands have less control over how customers find them, and less margin for error when they do. Optimizely’s historical Black Friday data underscores how critical reliable performance is when customers land on a brand’s site, especially as AI increasingly influences how and when they get there.
“AI isn’t just changing how people shop, it’s rewriting the rules of how brands are found,” said Tara Corey, SVP Marketing at Optimizely. “The moment a shopper decides to learn more, they expect instant clarity, trust, and speed. If you’re not visible or ready in that moment, someone else is.”
- Two-thirds of consumers (66 per cent) still start on search engines, but AI is quickly gaining ground: 14 per cent now begin their journey on platforms like ChatGPT and Gemini.
- Shoppers aged 18-44 are roughly 3 to 4× more likely to use AI daily to research products and services than those aged 55 and older, underscoring how generational behaviour is driving the click-less shift.
- Nearly one-third (31 per cent) say they’re more likely to trust an AI-generated product summary if it comes from a brand they already know, another 31% value a mix of brand and product information, and 22 per cent say clear and accurate product details alone drive trust.
Optimizely’s platform data from previous holiday seasons reveals what’s at stake. During Black Friday weekend 2024, customers:
- Experienced a 65 per cent increase in website traffic compared to regular shopping periods
- Saw 99.98 per cent uptime and 13.7ms faster average response time under peak loads
- Delivered 1,538 personalised campaigns across customer sites during the holiday period
- Conducted 7,425 A/B tests, with 5.86 per cent producing significant positive outcomes
With only 10 per cent of marketers currently using AI for personalisation and 44 per cent relying on experimentation to drive revenue, the gap between consumer behaviour and brand readiness is what makes this holiday season a tipping point.
As AI platforms increasingly shape how consumers discover, learn, and buy, GEO (Generative Engine Optimisation) is emerging as the next competitive frontier. Rather than optimising for rankings alone, GEO ensures that brands are accurately represented and prioritised in AI-generated answers.
“Black Friday has always been a test of performance. Now it’s a test of discoverability,” Corey added. “The brands that understand how to show up in AI platforms, not just search engines, will be the ones consumers engage with first.”
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