Discover how 1,092 AI-active Singapore shoppers use AI to research, compare, and decide what to buy—and where trust still sets the boundary.
impact.com surveyed 1,092 AI-active, multi-purchase consumers in Singapore to understand how artificial intelligence is rewriting the modern buyer’s journey. The research reveals a fundamental shift: AI isn’t simply replacing traditional channels—it sits directly upstream of search engine result pages (SERPs), social commerce, and marketplace apps, absorbing the heavy research friction shoppers used to handle manually.
Key Highlights from the Research
1. AI is now the most-used research tool
66% of AI-active shoppers in Singapore research products on ChatGPT, outpacing social media (60%) and standard search engines (50%). On average, consumers combine four different platforms before buying.
2. Comparison beats discovery
Nearly half of AI-active Singapore shoppers (48%) use AI to compare options, more than to find new products (38%). They pick it over search for direct answers (58%) and for handling tricky requests (56%).
3. Category Reliance vs. Auto-Buy Limits
AI reliance peaks in complex categories like Travel (54%), Tech (47%), and Beauty, Health and Wellness (37%). However, trust has a firm ceiling: 34% of consumers will never allow AI to “auto-buy” without human approval.
4. Shoppers want credibility & fit more than automation
AI-active shoppers in Singapore rank personalized fit (30%) and verified reviews (27%) well ahead of full automation (13%) in an AI shopping agent. And 42% would use one as a secondary research tool, verifying results themselves.
