AI influences purchases without brands knowing

An increasing number of consumers are using AI assistants like ChatGPT to help them make purchasing decisions. These assistants often recommend specific brands, but other brands involved in the decision-making process are not notified or credited for the consideration.

French buyers use AI for shopping

According to a report by FEVAD and Odoxa, cited by KPMG and FEVAD in September 2026, 31% of French online buyers already use generative AI to prepare their purchases. Among 15-24 year olds, this figure rises to 49%, showing a strong trend among younger consumers.

AI traffic boosts sales but hides its source

At 13 major French retailers, traffic from AI-driven recommendations has grown twentyfold in a year, from May 2025 to May 2026. This traffic converts 25% better than traditional marketing methods, according to the Valiuz barometer from July 2026. However, this traffic is often categorized as direct traffic, making it hard to trace back to the AI recommendation.

Many brands are not mentioned by AI

According to the Cited Index, which tested ChatGPT with purchase questions for 74 French brands, 68% of the tested brands were not mentioned in the AI's responses. In the fashion and accessories sector, 23 out of 26 brands were excluded, and in the beauty and care sector, 12 out of 18 were not cited. Only seven brands were mentioned in the AI responses.

Testing AI responses methodically

The Cited Index method involved recording responses from September 21, 2026, using ChatGPT (gpt-5.5) with web search activated. One purchase question per brand was asked, formulated as a customer would ask it, across seven different sectors. This systematic approach revealed how AI responses are shaped by the information available to the models.

Brands advised to monitor AI mentions

To regain control, e-commerce brands are advised to list purchase questions as customers might ask them, without using brand names. They should regularly ask multiple AI engines for responses and note which brands are mentioned and at what rank, along with the arguments used. Responses vary between AI engines, and the sources the engines read shape the responses more than the brand's own homepage.

Measuring AI's impact on brand visibility

E-commerce has traditionally measured clicks, conversions, and the customer journey. The next step is to measure how AI recommendations influence brand visibility. Brands that are mentioned by AI may underestimate the role of AI in their success, while those excluded may overlook the cost of not being included. The key question now is not whether customers know a brand, but whether an AI assistant mentions it.