TLDR: A recent report by Cordial reveals that over one-third of consumers are now regularly utilizing AI platforms like ChatGPT, Perplexity, and Claude for their shopping journeys, marking a significant increase from the previous year. Despite this rapid consumer adoption, nearly half of all brands maintain minimal or no AI agent presence, highlighting a critical disconnect in the evolving retail landscape.
A groundbreaking report from Cordial, titled ‘Brands Battle for Attention as AI Redefines the Funnel,’ indicates a profound shift in consumer shopping behavior, with more than one-third of consumers now actively engaging with artificial intelligence platforms for their purchasing decisions. This represents a substantial leap in AI adoption compared to the previous year, signaling a new era for retail and marketing.
The report, based on surveys of 1,000 U.S. consumers and 30 marketing executives conducted in the summer of 2025, highlights that Millennials are at the forefront of this trend, with 33% regularly using AI for shopping, followed by Gen Z. Consumers are increasingly turning to AI agents such as ChatGPT, Perplexity, and Claude to assist them throughout their shopping journey, from discovery to purchase.
Despite this clear consumer embrace of AI, a significant gap exists in brand readiness. The Cordial report reveals that a striking 47% of brands have minimal or no AI agent presence, and a mere 7% have developed comprehensive AI optimization strategies. This disconnect is particularly concerning given that marketers themselves recognize the high importance of AI agents in their channel strategies.
Rob Garf, Head of Strategy and Insights at Cordial, emphasized the dramatic change in the market. “We’re in a fundamentally different marketing landscape than we were just months ago,” Garf stated. “Consumers are more connected and shopping is more fragmented. AI has upended the traditional funnel as consumers increasingly embrace personal agents to discover and purchase products. Brands must break into these walled gardens by optimizing their data, AI, and channels for a seamless and personalized experience wherever a consumer chooses to engage.”
The report also identifies key challenges hindering brands’ ability to keep pace. Technological fragmentation is a major roadblock, with organizations often juggling more than five disparate marketing applications. This complexity contributes to 60% of brands expressing low confidence in their customer data. Furthermore, only 3% of brands possess the capability to predict customer desires by leveraging real-time behavioral data.
Also Read:
- Generative AI Drives E-commerce Traffic Surge During Prime Day, Adobe Reports
- Media Agencies Reassess Paid Search Strategies Amidst Zero-Click and AI Search Evolution
Looking ahead, 90% of organizations plan to increase their marketing channels over the next three years. The report suggests that brands planning martech consolidation by 2028, and those that successfully synthesize their technology stacks to create harmonious, AI-driven experiences, will not only enhance their relevance but also distinguish themselves in an increasingly noisy marketplace.
