AI influences half of French online buyers

Nearly one in two online buyers in France claims that artificial intelligence now influences their purchasing decisions, according to a survey by iAdvize and Ifop. The study found that 63% of French people use AI for personal purposes, and 62% use it to find information about brands or products.

Generative AI use varies by age

A February Odoxa study published by Fevad found that 31% of French online buyers use generative AI during their purchases, with 49% of those aged 15-24 using it. Despite this, search engines are still used twice as often as generative AI for information searches, at 59% versus 28%, according to the 2026 Digital Barometer.

AI relies on content from creators

AI responses are built from content created by people, including reviews, tests, tutorials, and comparisons. This means AI reformulates the work of creators rather than replacing them entirely. However, this could reduce the visibility of original content, as users might rely on AI summaries instead of the original material.

Economic concerns for creators

The way AI cites sources and the distribution rules of platforms can affect how visible and profitable creators' work is. This has become an economic issue for the industry, as creators may struggle to maintain visibility in a landscape where AI summaries dominate user searches.

Creators adapt to new AI dynamics

In response to these changes, creators are encouraged to produce well-documented, long-lasting content that AI tools can recognize as reliable. Brands are advised to choose partners who can provide ongoing exposure by feeding AI responses over time. Specialization, once seen as a limitation, is now viewed as a strength in this evolving environment.