The role of the technology is expected to grow even further during the holiday season.

The survey found that 49% of Árukereső.hu respondents sometimes or frequently use artificial intelligence, for example when they need help choosing a product or want to compare specific items. Usage is particularly high among respondents under 18, 95% of whom rely on the technology.

The share declines steadily with age: about 80% among those aged 18–24, roughly 60–70% among those aged 25–54, and around 50% among respondents over 55.

Among those who turn to AI for assistance, product comparison is the most common use case, cited by 44% of respondents. Some 42% use AI to identify what they should pay attention to, such as key product parameters, while 28% rely on it for price comparisons and saving money.

Many consumers also use AI for product recommendations (26%), finding retailers (23%), and summarizing product reviews (21%). Inspiration was the least frequently selected option at 14%, suggesting that AI is used less for idea generation and more for supporting subsequent decision-making steps.

“Artificial intelligences that use so-called large language models, such as ChatGPT, are able to analyze large amounts of text and provide answers to users’ questions, all while imitating natural, spoken language,” said András Szták, managing director of Árukereső. “

However, AI can often be wrong or misleading, which can significantly misinform users. This is why it is important for anyone using the technology to verify the information from other sources as well, especially now, during the holiday season. 

The detailed product pages on Árukereső.hu, for example, can be very useful, whether someone is looking for user reviews, thorough product descriptions, or price charts—not to mention price comparisons,” he added.
 

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