consumers who use GenAI to inform purchasing decisions
Supplementary notes
This question was phrased by the source as follows: "You mentioned that you used gen AI tools to discover and/or decide on brands, products, and services. What specifically did you use gen AI tools for in the past 3 months?"
*Number of total survey respondents in France, Germany, Italy, Spain, the United Kingdom, and the United States.Â
Citation formats
Main uses of GenAI for product discovery and pre-purchase decisions in Europe 2026
Over ** percent of those who used GenAI tools to discover or decide on brands, products, and services in Italy used it specifically to compare brands, models, prices, and reviews in 2026. Discovering products and getting inspiration was the main use of GenAI during pre-purchase activities in Germany (** percent), while ** and ** percent of survey respondents in Spain and the United Kingdom did the same, respectively.
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McKinsey & Company. (March 9, 2026). Main uses of generative artificial intelligence (GenAI) during product discovery and pre-purchase decisions in selected European countries 2026 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 31, 2026, from /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/
McKinsey & Company. "Main uses of generative artificial intelligence (GenAI) during product discovery and pre-purchase decisions in selected European countries 2026." Chart. March 9, 2026. ÌÇÐÄÆƽâ°æ. Accessed July 31, 2026. /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/
McKinsey & Company. (2026). Main uses of generative artificial intelligence (GenAI) during product discovery and pre-purchase decisions in selected European countries 2026. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 31, 2026. /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/
McKinsey & Company. "Main Uses of Generative Artificial Intelligence (Genai) during Product Discovery and Pre-purchase Decisions in Selected European Countries 2026." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 9 Mar 2026, /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/
McKinsey & Company, Main uses of generative artificial intelligence (GenAI) during product discovery and pre-purchase decisions in selected European countries 2026 ÌÇÐÄÆƽâ°æ, /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/ (last visited July 31, 2026)
Main uses of generative artificial intelligence (GenAI) during product discovery and pre-purchase decisions in selected European countries 2026 [Graph], McKinsey & Company, March 9, 2026. [Online]. Available: /statistics/1660762/europe-main-uses-of-ai-during-product-discovery/
