ChatGPT recommended your product. Did the shopper actually pick it? Getting into
By Will Haire · October 21, 2026 · Curated by George's Blog
ChatGPT recommended your product.
Did the shopper actually pick it?
Getting into the AI’s answer is only the first round.
After that, shoppers make two more decisions, and most brands aren’t measuring either one.
ReFiBuy.ai and Clickstream Solutions recorded U.S. shoppers working through 224 real shopping tasks in ChatGPT and Google AI Mode, coding every hover, click, and choice along the way.
A few things surprised me:
→ Where shoppers look first
→ How often they decided without a single click
→ What shoppers said mattered vs. what actually did
Check out the full study and practical recommendations for brands and retailers.
Kudos to Eric Van Buskirk, Scot Wingo, and Brian Chapman for the work behind it.