Australian consumers are increasingly using AI-powered tools like ChatGPT and Gemini to research products and make purchasing decisions, with 86% having used AI for shopping research in the last three months. These AI chatbots now feature sponsored content that appears as advice, making it difficult to distinguish between genuine recommendations and paid advertisements. The technology is transforming both online and in-store shopping experiences, from price comparisons to predicting future sales, though concerns exist about accuracy and the need for regulatory oversight.

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