As the adoption of artificial intelligence continues to grow, so do its implications for the consumer decision journey. Building on the view of AI as a companion, guiding both everyday choices and high-stakes commitments, this deep dive explores the nuances that inform actionable AI strategies for brands. 

The impact of AI in the consumer journey is not one-size-fits-all 

• In low-commitment categories, AI is embraced for speed, convenience, and discovery. 
• In medium-commitment categories, it excels in balancing personalization with confidence. 
• In high-commitment categories, consumers demand greater transparency, human oversight, and risk reduction before trusting AI to influence their decisions.

For brands, understanding these distinctions is critical to designing AI strategies that build trust, drive engagement, and meet consumer expectations at every stage of the journey.

Download the full report below.