Inteligência Artificial
More than half of Brazilians have already purchased products influenced by AI recommendations
Branddi ·
It's no longer news that artificial intelligence is increasingly present in the daily routine of Brazilians, whether for studying, working, or seeking everyday information. Now, these tools are also gaining space in an important moment in the consumer's life: the purchasing decision.
A new survey by Branddi, a company specialized in brand protection in the digital environment, reveals that 5 out of 10 Brazilians (54%) have already purchased a product or service directly influenced by AI recommendations. Of these, 34% say they have made purchases more than once influenced by these tools, while 20% did so once. Additionally, a significant portion (27%) indicated they haven't yet used the tool for this purpose, but would.
The habit also reveals new behavior in the process preceding the purchase. Although search engines like Google are still the main source for product and service information (72%), AI use is already significant and growing: 66% of respondents say they use AI to research products and services, with 38% doing so frequently and 28% using it every time.
Gráfico — Brasileiros já compraram algum produto ou serviço influenciados por uma recomendação de IA
The movement indicates a gradual shift in how consumers research products online, with AI taking on a role previously concentrated in traditional search engines, review sites, and digital influencers.
The purposes of use also vary: among the main objectives are clearing doubts about product characteristics (62%), seeking personalized recommendations (54%), and comparing prices and features (48%).
According to Diego Daminelli, CEO of Branddi, the advance of AI in the buying journey shows an important shift in consumer digital behavior: "Today, many consumers already see AI as a kind of shopping assistant. They help save time, compare options, and gather information faster, which makes it natural for them to start influencing purchasing decisions".
"The point of attention is that this relationship is still being built. Many people use the tools believing all recommendations are completely neutral or accurate, when in practice there are limitations, biases, and even risks involving incorrect information", he explains.
Concerns and scam risks
Despite the growing presence of AI in the buying journey, consumers still show some insecurities about using these tools in this context. Among the main concerns pointed out by respondents:
- Risk of receiving incorrect information (45%)
- Improper use of personal data (36%)
- Biased recommendations or disguised advertising (30%)
- Spread of scams or fraud (28%)
The difficulty in identifying whether an AI recommendation is truly neutral also appears as a relevant challenge. According to survey data, 45% of respondents say they have had difficulty understanding whether an AI suggestion was impartial or sponsored. In contrast, 29% say they have never faced this problem.
Gráfico — Preocupações dos consumidores no uso de IA para compras
"AI is still in an accelerated evolution process, and consumers need to maintain a critical eye on the recommendations they receive. Not every recommendation necessarily represents the best option available or a reliable source. Care must be even greater in situations involving very advantageous promotions, external links, or requests for personal data. Scammers follow digital trends and quickly adapt their strategies to consumers' new habits", warns Daminelli.
"In the coming years, AI is expected to have even more influence on purchasing decisions. Therefore, transparency about advertising, responsibility in data handling, and verification mechanisms will be fundamental to strengthen consumer trust in this new digital scenario", he concludes.
Methodology
- Audience: 500 Brazilians from all states of the country were interviewed, including women and men, aged 18 and over and from all social classes.
- Collection: study data was collected via online survey platform. The confidence index was 95%, and the margin of error was 3.3 percentage points.
- Collection date: conducted on January 12, 2026.
Want to protect your brand in this new scenario where AI influences purchasing decisions?
Talk to a Branddi specialist →