Observed Signal · Oct 26, 2026 · Corporate Update · Source: Attest · Impact: 3/5
What 60 AI-moderated interviews told us that a survey couldn’t
In research for its 2027 Consumer Trends report, Attest found that purchases involving an AI assistant saw the share going to previously known but unpurchased brands increase from 24% to 36%. To uncover the driver behind this quantitative finding from 4,000 consumers, Attest conducted 60 AI-moderated qualitative audio interviews via its Attest Explore platform across the US and UK. The qualitative transcripts revealed that AI assistants primarily convert awareness by resolving specific, final questions that previously delayed nearly-decided purchases.
The findings demonstrate how consumer-facing AI assistants actively impact conversion funnels by removing final-mile purchase hesitation for high-consideration goods.
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Key Takeaways & Evidence Grounding
- Attest surveyed 4,000 consumers across the US and the UK for its 2027 Consumer Trends report.
- Purchases involving an AI assistant showed an increase from 24% to 36% in purchases of brands consumers had heard of but previously never bought.
- Attest conducted 60 AI-moderated audio interviews (30 in the UK and 30 in the US) using its Attest Explore platform to investigate the driver behind the survey lift.
- Qualitative analysis revealed that consumers used assistants like Gemini to answer final specific product questions, resolving purchase friction rather than driving initial brand discovery.
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