B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
46%
46% -- adoption rate for European consumers (2025-12)
46% of European consumers use AI to learn about a category or product according to McKinsey's Consumer AI Discovery Survey.
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Lighthouse Research Team
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Source verified
Evidence graded
Value
46%
Unit
Percentage
Data Vintage
2025-12
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
75
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier B
https://www.precis.com/resources/how-chatgpt-shops-what-we-found-why-it-matters-and-what-to-do-about… ↗
Source Article
Precis | How ChatGPT shops: What the research reveals about AI product recommendations
TL;DR
- ChatGPT's product carousels don't run on a mysterious independent AI index — they pull directly from Google Shopping's top 40 organic results and apply their own re-ranking on top.
- If your products aren't in that top 40, they don't exist in ChatGPT's recommendations.
- ChatGPT only looks a…
Original Research
McKinsey
· Original study ↗
Methodology
McKinsey Consumer AI Discovery Survey; use AI to learn about a category or product
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
European consumers: 46% adoption rate. Source: McKinsey (2025-12). Via Lighthouse Intelligence -- https://lighthousedata.io/data/european-consumers-ai-product-research
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<blockquote cite="https://lighthousedata.io/data/european-consumers-ai-product-research" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>46%</strong> -- adoption rate for European consumers<br><small>Source: McKinsey (2025-12) · <a href="https://lighthousedata.io/data/european-consumers-ai-product-research" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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