AI as a shopping advisor: still used cautiously in Switzerland
Although artificial intelligence (AI) has long been part of everyday life, it has so far played only a minor role as a source of information for consumer decisions in Switzerland. This is shown by the latest MACH Consumer Study conducted by WEMF AG for Advertising Media Research.
This is particularly clear when it comes to vacation planning: only 2.2 % of the population use AI-based tools to find out about destinations or offers. Most people continue to rely on traditional sources - such as websites (51.4 %), personal recommendations (50.1 %) or newspaper reports and brochures (19.0 %).
The demographic distribution is striking: AI users in this area are predominantly young (68.1 % between the ages of 14 and 34) and well educated. Men use AI slightly more often than women.
Insurance: Advice remains central
The population is even more reticent when it comes to more complex services such as insurance or health insurance. Here, just 0.6 % use AI-based applications. Instead, the advice of family and friends (29.2 %) and personal advice from the insurance company (28.3 %) are the most important factors. Male clientele dominate in this area: around 80 % of AI users are men. In addition to younger people (14-34 years), some 35 to 54-year-olds also obtain information via AI.
Use depending on age and topic
The results make it clear that while AI is widely perceived in Switzerland, its role as a shopping and advisory aid is heavily dependent on the subject area and socio-demographic factors. Young, well-educated consumers are open, while older target groups remain loyal to more traditional sources of information.
Background
MACH Consumer is the largest continuous consumer media study in Switzerland. It examines the needs, habits and media use of the population. The current results are part of the WEMF fall publications, which also include the MACH Basic, MACH Values and MACH Cinema studies.
