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The Trade Desk (TTD) proposes that AI is moving brand competition forward from the purchase stage to the consumer research and consideration stage, but "being presented by AI" does not equal "being chosen by consumers." A Shangguan News report dated October 30, 2026, citing research, shows that 77% of U.S. consumers expect to use AI search more in the future, 95% of consumers will double-check AI-generated results, and 87% say they do not fully trust AI. A joint survey by TTD and Appinio shows that for Chinese brands expanding overseas, the average Top 2 Box on the "value for money" dimension is 76%, but the combined proportion choosing them as their "preferred brand" is less than 5%. There are currently no further developments in this matter.
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TTD proposes that AI is reshaping the consumer brand consideration path
Source:Shangguan News
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Oct 30
Shanghai Observer
TTD: AI Reshapes the Consumer Brand Consideration Path, but "Being Presented by AI" Does Not Equal "Being Chosen"
The Trade Desk (TTD) proposes that AI is moving brand competition forward from the purchase stage to the consumer research and consideration stage, but "being presented by AI" does not equal "being chosen by consumers." Research shows that 77% of U.S. consumers expect to use AI search more in the future, 95% of consumers will double-check AI-generated results, and 87% say they do not fully trust AI. A survey conducted by TTD in partnership with Appinio shows that for Chinese brands expanding overseas, the average Top 2 Box on the "value for money" dimension is 76%, but the combined proportion choosing them as their "preferred brand" is less than 5%.