AI search tools now sway shoppers more than search engines: McKinsey

AI-powered search tools are becoming a bigger influence on buying decisions than traditional search engines, a McKinsey report says. Globally, AI users are 3.2 times more likely to rate AI search as more influential than conventional search, and 2.6 times more likely to rank it above friends or family. Nearly one-third of AI shoppers called it the biggest factor in their latest purchase.