Artificial intelligence is gaining traction in consumer purchasing decisions in Portugal and Spain. According to the study "How AI is Reshaping Purchase Decisions," produced by Minerva Insights, 51% of consumers in both countries already use AI to decide what to buy.

The use is even more widespread when considered in general: 84% say they have used artificial intelligence in the last 12 months, while 82% have used these tools to research information and clarify doubts.

Two out of three satisfied with the recommendations.

Trust in AI-generated suggestions is equally high. According to the study, 66% of users say they are satisfied with the technology's recommendations, and 96% plan to continue using it to support purchasing decisions.

The sectors where usage is most frequent are healthcare, with 43%, technology and electronics, with 38%, and travel, with 31%, areas where consumers tend to compare more information before making a decision.

AI is starting to replace traditional research.

The study also identifies more profound changes in purchasing behavior. Among the main changes are the reduction in time spent searching for and comparing options, the replacement of traditional research with a conversational approach, and the need to complement traditional segmentation with information on how each consumer interacts with AI tools.

Trust is no longer solely dependent on the source of information, but is becoming more associated with the ability of artificial intelligence to understand the specific needs of each user.

For brands, this evolution also represents a change in the way they compete: the study considers that they are no longer just competing for brand awareness, but are also now competing for the possibility of being recommended by AI systems.

AI takes on the role of intermediary between brands and consumers.

Minerva Insights believes this evolution represents more than a simple channel change. Artificial intelligence is taking on an intermediary role between brands and consumers, influencing how information is searched, interpreted, and used at the moment of decision-making.

The study combines interviews with experts, a live laboratory with real consumers, and a survey of 1.500 people.