Written by Victoria O’Neill

Generative AI is quickly becoming the go-to way Australians discover and evaluate brands.

According to PayPal Australia, 48 per cent of Aussies have used AI platforms to search for products while shopping online, a figure that rises to 66 per cent for those aged under 45.

These findings are reinforced by data shared by Media Week which shows that one in five Australians aged 25 to 44 years old are using generative AI on a daily basis to help them decide what to buy.

The use of generative AI is also creating a bolder and more confident generation of online shoppers. Data curated by the Rocket Agency indicates that visits from platforms such as ChatGPT are 5.1 times more likely to convert than traffic from organic search.

IMPACT recently introduced two new services to ensure our clients surface in AI brand search – but how do you know which platforms you should be focusing your efforts on?

ChatGPT – AUSTRALIA’S FAVOURITE AI PLATFORM FOR BRAND SEARCH

While market share figures vary, ChatGPT consistently ranks as the most popular AI platform used by Australians by a country mile.

One recent report shows that 40 per cent of Australian shoppers prefer ChatGPT over traditional search engines. A further 27 per cent believe it outperforms Google when it comes to product research.

Usage insights:

• ChatGPT is especially strong when it comes to brand/product search in the retail and consumer electronics sectors. Usage is also growing in travel and hospitality.
• Users love the lists, pros/cons and comparison summaries produced by the platform.
• Conversational follow up Qs about brands and products are key to building customer purchase confidence.
• The platform is a favourite among Gen Z for trend discovery through the platforms multimedia responses and social proof.
• ACCC data released in February 2025 reports 41 per cent of AI tool users in Australia have used ChatGPT, with 41 per cent using it once a week or more.

Copilot and Gemini – THE INTEGRATED PARTNERS

Embedded in Microsoft and Google workflows, Australians are turning to Copilot and Gemini when brand search is part of a task e.g., scheduling purchases, drafting shopping lists or generating purchase related documents.

Usage insights:

• Queries are often focused on how a product can integrate into their work environment.
• Strong usage connected to Millennials in the workplace for task-integrated discovery tied to purchase workflows; valued for its seamless transition from answer to action.
• Users rely on Copilot’s side-by-side comparisons, feature breakdowns, simplified summaries of complex specs and trust driver citations (sources, reviews and awards) to instill confidence.
• For Gemini, users receive brand answers anchored in Google Knowledge Graphs and local business listings.
• According to the ACCC, 11 per cent of AI tool users in Australia have used Copilot, with 43 per cent of those using it once a week or more. Seven per cent of AI tool users have tried Gemini with 52 per cent using it more than once a week.

Perplexity and Claude – FOR BUYERS WHO LIKE TO DO THEIR OWN RESEARCH

Designed for direct, research-focused answers with clear source citations, Perplexity is being adopted by Australians who prioritise traceability when undertaking brand or product search.

Claude is gaining a strong reputation for its focus on producing safe and ethical responses.

Usage insights:

• Current usage estimates for both platforms among Australians is still quite low.
• Growing use among Australians for information on complex or high value purchase decisions e.g., finance or insurance products.
• Popular among Gen X and Boomers for its clear use of transparent sources.
• ACCC data suggests just one per cent of AI platform users in Australia have tried Perplexity and Claude.

While each platform offers something unique for users, one element remains the same. Consumers are using Generative AI because they expect answers to their questions, not links.

If you’d like to learn more about the content your brand should be creating to lead in AI search, contact Nicole at nicole@impactagency.com.au.