Semrush survey finds AI chatbots are as likely to steer consumers away from purchases as toward them

MarTech reports on a Semrush survey of 2,338 U.S. adults showing that 81% of shoppers who use chatbots when shopping have decided against a purchase based on AI recommendations, while 58% have also bought products based on chatbot guidance. More than 74% of consumers are significantly less likely to buy a product if a chatbot surfaces mixed or negative reviews, rising to 85% among frequent AI users. The data reveals a two-edged sword: AI can introduce new brands to consumers, but it also creates a friction point where a single negative review or comparison can torpedo a sale. Paying for chatbot ads does not solve this problem—42% of consumers distrust chatbot ads and worry they undermine the integrity of AI responses.