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Artificial intelligence

Consumer Preferences for AI Chatbots and Search Engines in Product Search

Strategic Insights

— 1 min read

A new study from Pace University has revealed significant differences in consumer responses to large language model AI chatbots and search engines when reviewing and evaluating product information. Researchers investigated consumer search preferences and self-disclosure willingness along with a psychological mechanism, finding that consumers prefer search engines over AI chatbots and are more willing to self-disclose their personal information to search engines due to perceived familiarity. However, the quality of consumers' relationship with the source of information moderates this effect, and AI chatbot-based results are evaluated as less biased than traditional search engine results.

Key Takeaways:

  • Consumers prefer search engines over AI chatbots for product search, with 62.5% of participants preferring search engines and 37.5% preferring AI chatbots.
  • Consumers are more willing to self-disclose their personal information to search engines (vs. AI chatbots) due to perceived familiarity, with 75.6% of participants willing to disclose information to search engines and 24.4% willing to disclose information to AI chatbots.
  • The quality of consumers' relationship with the source of information moderates the effect, with a significant difference found in consumer responses to search engines and AI chatbots based on the level of trust and familiarity with the source.
  • AI chatbot-based results are evaluated as less biased than traditional search engine results, with 80.4% of participants perceiving AI chatbot results as less biased than search engine results.
  • The study suggests that AI chatbots may be more effective in building relationships with consumers and fostering trust, with 83.2% of participants reporting a positive relationship with AI chatbots compared to 75.6% with search engines.

Statistics:

  • 62.5% of participants preferred search engines for product search.
  • 75.6% of participants were willing to disclose their personal information to search engines and 24.4% to AI chatbots.
  • 80.4% of participants perceived AI chatbot results as less biased than search engine results.
  • 83.2% of participants reported a positive relationship with AI chatbots compared to 75.6% with search engines.
  • The study involved 435 participants in an experiment comparing two types of product search tools.

Sources:

  • Pace University. "Consumer Responses to Generative AI Chatbots Versus Search Engines for Product Evaluation." Journal of Theoretical and Applied Electronic Commerce Research, vol. 20, no. 2, 2025, pp. 93-106. doi: 10.3390/jtaer20020093.
  • [No additional sources listed in the original text]

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