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Generative AI in business visibility & consumer decision-making

How AI tools are driving leads, boosting revenue, and changing what people buy

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Adobe Express

08/21/2025

Summary

Generative AI is shaking up how businesses grow and how people shop. From driving new leads to influencing what consumers buy, AI-powered recommendations are quickly becoming a key part of everyday decision-making. Adobe Express surveyed 503 business leaders and 504 consumers to uncover just how much AI is reshaping marketing strategies, brand loyalty, and the way we discover products through generative AI for marketing.

Key takeaways

  • 34% of business leaders have received direct leads or inquiries from AI-generated recommendations.
  • On average, AI-driven referrals have accounted for 10.8% of annual business revenue among those using generative AI for lead generation.
  • 39% of business leaders using generative AI for lead generation claim the conversion rate is higher than traditional methods, and 38% claim it's the same.
  • 48% of business leaders plan to increase their investments in AI optimization over the next year.
  • One in five consumers use generative AI for product discovery at least once per week.
  • 38% of consumers claim AI recommendations are more personalized than traditional search results, and 33% claim they are about the same.
  • 52% of consumers believe AI will replace traditional search engines for product searches within five years.
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AI-powered leads are driving business success

Discover the most popular AI platforms for lead generation and how business leaders feel they compare to traditional methods.

most popular generative AI platforms for lead generation

Over a third of business leaders (34%) have received direct leads or inquiries from customers who received AI-generated recommendations, with tech leaders reporting this the most (46%). On average, AI recommendations that led to purchases made up 10.8% of these businesses' annual revenue.

More than one in four (28%) had received over 50 leads from AI-generated recommendations. ChatGPT was the most popular platform among those using generative AI for lead generation, with 85% using it. Some business leaders (39%) reported that AI-generated leads converted into purchases at a higher rate than traditional methods, while 38% said the conversion rate was about the same.

how business are dedicating their budget to AI optimization

Nearly a quarter of business leaders (22%) allocated over 10% of their marketing budget to AI visibility, with tech leaders being the most likely (38%). This strategy aims to make their business or products appear in AI-generated recommendations, such as those suggested by virtual assistants or chatbots.

About half of business leaders (48%) said they intend to increase their AI optimization spending within the next year, with tech leaders again being the most likely (59%). This strategy fine-tunes how their business is presented within AI-driven recommendations, boosting visibility and relevance. It could include optimizing content, product listings, or metadata—such as keywords, descriptions, and tags—so they align better with AI algorithms.

As AI continues to reshape marketing strategies, 50% of business leaders expect AI tools to replace traditional search engines as the primary source for generating leads within five years.

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How AI is affecting consumer purchasing habits

Generative AI tools are changing how consumers find and choose products, with younger shoppers leading the shift.

One in five consumers reported using generative AI for product discovery at least once a week, with Gen Z being the most frequent users at 28%. Consumers were most influenced by AI recommendations in electronics (48%), travel (37%), and fashion/apparel (25%). But they also saw room for improvement — 59% said AI product recommendations could be more accurate.

Some (13%) were willing to invest in better shopping recommendations by paying for premium AI tools. Gen Z was most open to the idea of paying for enhanced AI-driven suggestions (25%). AI-generated recommendations have also affected brand loyalty: 12% said AI recommendations led them to switch brands. Gen Z was the most likely to have done so (23%).

Nearly one in 10 consumers said generative AI is their most frequently used method for discovering new products, but traditional search engines remained the preferred option for 42%.

A third of consumers thought AI and traditional platforms offered about the same level of personalized search results, yet 38% said AI-generated recommendations were more on point for them. Over half (52%) believe AI will replace traditional search engines for product discovery within the next five years.

One reason for this shift is frustration with traditional search engines, which consumers criticized most for their irrelevant ads, overwhelming number of results, and lack of trustworthy reviews. Of the consumers interviewed, 63% still trust human reviews (63%) over AI-generated recommendations, but 30% said they trust both equally.

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The AI-driven future is here

Generative AI is changing the game for businesses and shoppers alike. Companies are seeing more leads and better revenue, while consumers are turning to AI for personalized product recommendations. This evolution in consumer behavior is fueling greater investments in generative AI for marketing, as businesses aim to stay ahead in an increasingly AI-driven economy.

With over half of consumers predicting AI will replace traditional search engines within five years, the shift is already underway. Businesses that adapt now by optimizing for AI visibility and personalization will be best positioned to capture leads and maintain consumer trust in this new landscape.

Methodology

Adobe surveyed 503 business leaders about using generative AI for AI optimizations for their business. These respondents worked in the following industries: technology (18%), e-commerce (18%), retail (14%), healthcare (9%), finance (7%), and others (34%). We also surveyed 504 general consumers about using generative AI for product discovery. They identified as the following generations: baby boomers (9%), Gen X (25%), millennials (51%), and Gen Z (15%). Both surveys were conducted via the Connect CloudResearch platform, with responses collected from January 27–31, 2025.

Fair use statement

Noncommercial use of these findings is allowed as long as a link to this article is provided.

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