As generative AI becomes part of how people search, compare, and decide what to buy, the consumer journey in APAC is being reshaped in ways most brands are not yet measuring well. Drawing on findings from a qualitative study with shoppers, this session explores how people are actually using AI in purchase moments, where trust and influence are shifting, and what this means for brand visibility, choice architecture, and conversion across e-commerce, social commerce, and quick commerce. For marketers, market researchers, and brands, the talk offers an evidence-based view of an emerging behavior that is already changing how brands get discovered and chosen.
Key Takeaways:
1. What qualitative research reveals about how shoppers are actually using generative AI to explore options, narrow choices, and make purchase decisions
2. How AI is changing the balance of influence between search, content, platforms, and brands in the path to purchase
3. What marketers and researchers should redesign in measurement, messaging, and shopper strategy as AI becomes an active layer in brand discovery and conversion.
