Marketing's new job is helping customers decide

The latest New Zealand research from IAB Australia and Pureprofile suggests the bigger story isn't the technology itself. It's the emergence of a new type of consumer: one who is more value-conscious, more research-led and more deliberate about the decisions they make. Rather than relying on a single source of information, today's shoppers are investing more time comparing options, validating claims and building confidence before they commit. AI is becoming part of that process, but it is only one of many tools consumers use to make informed decisions.

For marketers, that represents an important shift. The challenge is no longer simply attracting attention. It is helping customers feel confident enough to choose your brand.

What the research says

The Commerce & Discovery Report 2026 identifies the emergence of a more value-conscious, research-led shopper. Against a backdrop of economic pressure and an abundance of information, New Zealand consumers are taking a more considered approach to purchasing. They are spending longer researching products, comparing alternatives and seeking reassurance before making decisions, particularly for higher value purchases.

That behaviour is reflected in how consumers now discover and evaluate brands. Search engines remain the most widely used source of information, reaching 93% of New Zealand online shoppers, followed by customer reviews, comparison websites and expert reviews. Rather than relying on one channel, consumers move between multiple sources, using each to answer different questions throughout their buying journey.

AI has quickly become another valuable research tool within that ecosystem. Almost half of New Zealand online shoppers have already used generative AI to help research products or services, with adoption rising significantly among younger consumers. The most common uses include answering product questions, comparing products and prices, and narrowing down options before making a purchase.

However, the research also makes it clear that consumers are not outsourcing their decisions to AI. Trust remains a significant barrier. Many New Zealand shoppers are concerned about the accuracy of AI generated information, the reliability of recommendations and the privacy implications of using these tools. As a result, AI is rarely the final step in the buying journey. Instead, consumers use it to accelerate their research before verifying what they find through search engines, retailer websites, customer reviews and other trusted sources. More than half actively cross check AI generated information before making a purchase decision.

The findings suggest that consumers are not looking for more information, they are looking for enough evidence to feel confident they are making the right decision.

Our perspective

Much of the marketing industry has framed AI as a replacement for search. We believe the research points to something more commercially significant. Consumers haven't simplified their buying journeys, they've simply expanded them and become another step in the decision making process before they buy.

This changes the role of marketing, with success no longer determined solely by being discovered first. Brands also need to perform well during the evaluation stage, where customers are actively looking for evidence that supports their choice.

We believe the brands that will grow over the next decade will be those that consistently reduce uncertainty. They will present a clear and consistent story wherever customers choose to research, reinforce their claims with credible proof points and make it easy for people to feel confident in their brand or purchase decision.

What this means for New Zealand businesses

The first question many businesses are asking is, "How do we optimise for AI?", which is a conversation we have often. The other piece of the puzzle is, "What happens after customers find us?"

If AI recommends your business, what do customers discover when they visit your website? Do your reviews reinforce your positioning? Are your product claims supported with clear evidence? Is your messaging consistent across search, social media and owned channels? Does your content answer the questions customers still have before they commit? These questions matter because marketing effectiveness is increasingly being determined across the entire decision journey rather than at a single point of discovery.

AI will continue to change how consumers access information, and new technologies will undoubtedly emerge. But the underlying human behaviour is unlikely to change. People will continue to seek confidence before they buy, particularly when faced with greater choice and greater uncertainty.

The businesses that succeed won't necessarily be those that adopt every new technology first. They'll be the ones that make choosing easier by helping customers move from curiosity to confidence.

Sources

• IAB Australia & Pureprofile (2026). Commerce & Discovery Report 2026: Australia & New Zealand.