The data: 55% of Brazil’s AI users have ceased buying from brands that don’t appear in AI product recommendations, per a Conversion and Opinion Box survey cited by Meio & Mensagem.

For shoppers that use AI for such recommendations:

• 79% said the tool was crucial in helping them resolve buying doubts.
• 69% said an AI recommendation made them change their minds about a product or brand.
• 76% planned to use AI tools more frequently in the next 12 months for product research.

What it means: AI tools are maturing from basic starting points for product research to final authorities that directly influence buying decisions. The price of not showing up in AI recommendations is steep for brands because they have little opportunity to make their case when consumers simply trust what AI gives them.

To be clear, plenty of consumers are still finding reasons to seek out products on their own, such as out of a distrust in AI or a passion for discovering items manually. But the tide is changing in Brazil, where 72% of internet users are willing to use AI shopping agents, second to only China, per Global Payments Inc. We expect the number of genAI users in Brazil will surpass 100 million in 2028 and continue to climb through 2030, at which point usership will account for more than 50% of the country’s population.

Recommendations for marketers: Attract AI crawlers by appealing to their preference for credibility.

• Develop website content that resolves shopping doubts for consumers, such as detailed comparisons with competitors’ products.
• Dedicate more space on product pages to customer reviews, including real quotes, images, and testimonies from trusted influencer voices.

Meanwhile, continue to give shoppers a reason to leave AI search platforms, such as through exclusive website content that offers a level of human connection unavailable in ChatGPT and AI Mode. Leaning into the still widely held passion for manual discovery is a strong defense against AI tools that dull the thrill of the hunt for the sake of convenience.

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