Shoppers using ChatGPT made 84% of their final product picks from the product cards rather than the chatbot’s written answer, according to a user behavior study ReFiBuy commissioned from Clickstream Solutions. Researchers recorded 40 US shoppers working through 224 shopping tasks on ChatGPT and Google’s AI Mode this summer, and a product card was the first thing they engaged with 75% of the time. Position mattered at both steps, as 43% of product picks went to the first card and 76% of seller picks landed on the first offer shown. Shoppers named specs, price, and brand as their top reason for trusting a choice in 82% of tasks, and reviews in just 2%, which ReFiBuy says makes a card’s photo, title, and price the first impression a brand gets to make.
