From Search to Sale: How AI Drives Consumer Discovery and Retail Spend

Previous Next

⏱️ 5 Minute Read

What you can learn from this report

🚀 The role of search engines in influencing £31.4 billion of retail spend: Discover why search remains the most powerful digital discovery tool and how retailers can better leverage this critical gateway to attract high-intent customers.

🤖 AI's transformative impact on pre-purchase engagement: Understand how artificial intelligence enhances search marketing through personalisation, predictive capabilities, and real-time ad optimisation to boost conversion rates.

🔍 Consumer search behaviours across different shopping missions: Explore four distinct search personas and how each cohort's preferences vary when researching, comparing, and purchasing products online.

📈 The untapped potential of search for high-spending demographics: Learn why retailers are missing out on £6.7 billion in annual sales by underestimating search's influence on middle-aged, high-spending consumers.

🛠️ Practical strategies for optimising AI-driven search marketing: Get actionable recommendations on tailoring content, refining product data, and using paid search effectively to meet evolving consumer expectations.

Key report insights

🌐 £31.4 billion in retail spend originates from search engines: Search engines are the most influential discovery channel, driving more retail spend than any other digital or physical touchpoint.

💸 £6.7 billion in annual sales left on the table: A perception gap exists between consumers and retailers when it comes to search influence. Retailers rank search as only the third most impactful discovery channel, despite it being the most trusted by consumers.

⚙️ AI-powered search marketing can significantly improve ROI: Retailers that integrate AI into their search strategies see improved ad relevance, lower acquisition costs, and higher conversion rates, thanks to sophisticated personalisation and predictive capabilities.

🔎 Over 70% of consumers use search engines as their go-to research tool: Search is not just for discovery – it's a vital step in the research process, particularly for higher-value, considered purchases.

💼 High-income consumers rely heavily on search: Consumers aged 45-54 – who have the highest non-food retail spend – are the most influenced by search engines, making them a critical target for retailers.

💳 Paid search plays a pivotal role in retail success: With more than £12 billion of retail spend driven by paid search annually, retailers that neglect this area risk falling behind more proactive competitors.

🧠 AI is revolutionising product data utilisation: Enhanced product data management through AI enables more dynamic, real-time search marketing, helping brands deliver tailored content to consumers at the most critical decision-making moments.

Section 1: A fragmented attention economy

In today’s hyper-connected world, consumer attention is more fragmented than ever. Shoppers engage with multiple devices and platforms simultaneously—whether browsing social media, searching via marketplaces, or researching on retailer websites. This omnipresent content overload has diminished the effectiveness of traditional advertising methods and driven up customer acquisition costs.

Our research shows that UK consumers spend an average of 3 hours 41 minutes per day online outside of work. A third of shoppers now dedicate more time to online product research than before the pandemic, heightening the importance of digital discovery channels. Yet, despite this shift, many retailers underestimate the power of search engines, the leading driver of discovery and retail spend.

AI is reshaping the rules of engagement. By analysing vast amounts of data in real-time, AI-powered search marketing enables hyper-personalised content delivery that resonates with individual shoppers. From predictive search recommendations to dynamic ad placements, this technology cuts through the noise, helping retailers capture consumer attention precisely when intent to purchase is highest.

The stakes are high: £31.4 billion of retail spend is influenced by search engines annually, yet many retailers still prioritise their own websites or social media platforms. Those who fail to adapt to this evolving attention economy risk losing visibility, engagement, and ultimately, sales.

📥 Download the report now  to learn more about the attention economy and how retailers can stand out in a crowded marketplace.

Fig. 3 – Consumers are saturated by different channels in the early stages of the customer journey