WPP Media has released new Australian research revealing how AI is changing the way consumers discover brands, assess marketing claims and make purchase decisions.
The bespoke study of 2,500 Australian consumers across 12 categories moves beyond measuring which brands appear in AI-generated answers. In a undertaking by WPP Media, the research examines the previously unseen demand side of AI Search: whether consumers believe the answers they receive, what they do next and whether those answers ultimately change their purchasing decisions.
The findings reveal a new ‘Hidden Pathway’ in the consumer journey, where consideration, trust and preference are being shaped before marketers can observe a traditional search, website visit, retail interaction or other measurable signal.
The research was co-authored by WPP Media’s Daniel Benton, managing director of digital solutions and Catherine Wolkers, national head of research and insight.
The biggest takeaways from the study are three in four Australians are already using AI Search to help make purchase decisions. This includes 58 per cent using AI summaries within conventional search results and 40 per cent directly using large language models such as ChatGPT, Gemini or Claude. Almost one-third are using both.
Adoption is occurring across every category examined. Usage ranges from 36 per cent in Pet Care to 87 per cent in Financial Services, demonstrating that AI Search is influencing both high-consideration purchases and more routine consumer decisions.
And a quarter of consumers completely changed their mind on a purchase decision after an AI interaction.
“Agentic search is fundamentally changing marketing because AI is no longer simply helping people find information. It is interpreting their needs, assessing brands and actively shaping the choices they make,” said Benton.
“This research gives marketers a new way to understand brand relevance in an AI-mediated world. For marketers, the opportunity is to ensure their brands are not only visible, but understood, credible and genuinely recommendable. This research shows that AI’s influence begins much earlier in the journey than most measurement systems can currently see, which means agentic search now needs a clear place in brand, media and growth strategy.”
The research also identifies four major shifts in consumer behaviour: a new front door to brand discovery; a new layer of authority that influences trust; a powerful influence on decision-making; and an accelerator that speeds up the decision
Consumers are more reliant on AI than other information sources, across seven of the eight decision-making tasks tested. Eighty-two per cent of buyers say they are more likely to trust a brand if it appears in AI results, while 80 per cent consider an AI Search recommendation helpful or very helpful.
The influence extends beyond information gathering. Buyers complete an average of 18 AI actions when making a purchase decision, with 94 per cent of AI use occurring towards the beginning of the journey. Sixty-one per cent discover brands they had not previously considered, while 66 per cent have used AI to check whether a claim made in advertising was true.
AI is also having a material impact on final purchase outcomes. Eighty-four per cent of buyers say AI surfaced a product or service they had not originally planned to buy, while 26 per cent completely changed an intended decision based on an AI recommendation. Only three per cent reported that AI had no influence on their decision.
“We are seeing a significant shift in consumer behaviour, from query-based discovery to contextual bundling discovery. Consumers are increasingly having AI conversations about unstructured goals, and AI is responding with multiple products, services and brands to meet those needs while suggesting logical next steps consumers may not have considered. This creates a powerful opportunity for brand discovery and brand building, making it essential for brands to show up in as many contextually relevant scenarios as possible, focusing on upstream interest rather than solely immediate intent,” added Wolkers.
The study also found that 91 per cent of buyers believe AI speeds up the decision-making process, with 51 per cent reported that it reduces the time required to decide by between 1.5 and two times.
What the research also shows, is that AI may build a shortlist, confer credibility or redirect a purchase decision without ever generating a visit to a brand’s website. Its commercial impact therefore extends beyond referral traffic to brand trust, consideration, preference and demand.
For marketers, the research highlights the need to give AI Search an accountable place within brand, media and measurement planning. Brands must understand where they appear in AI answers, how they are described, which sources shape that description and whether they are ultimately considered credible enough to recommend.
The study was conducted by WPP Media in Australia, with a nationally representative sample by gender and region. Fieldwork was completed in August 2026 and covered Beauty and Personal Care, Health and Wellness, Pet Care, Home Furnishing and Improvement, Fashion and Accessories, Electronics and Appliances, Travel, Financial Services, Entertainment, Insurance, Automotive and Baby Care.
