Contentsquare: 23% of consumers say they would switch brands if a site disappoints
In a Contentsquare survey of 2,000 consumers in the US and France, 97% say they would reconsider a purchase if the website experience proved disappointing after AI recommended a product.
What's happening
The Contentsquare survey asked what would happen if the website experience proved disappointing after AI recommended a product. In that case, 97% of consumers say they would reconsider the purchase, 57% would keep researching, 23% would switch to another brand and 16% would give up. The answers are hypothetical statements of intent: they show what consumers say they would do, not actual behavior.
Where it comes from
About 1 in 5 consumers say an AI assistant gave them different information from what was on the brand's site. More than a third say AI has replaced traditional search engines for some purchases.
Behind the number
The survey was commissioned by Contentsquare, polled 2,000 consumers in the US and France, and was published on September 2, 2026.
Whose desk it lands on
This lands first on the desks of e-commerce and digital experience managers. But the real work falls to the team that manages product data: what assistants read is not marketing copy but the product attributes themselves.
Our view
The CX Brief's interpretation, not a claim made by the source.
As AI assistants begin to replace traditional search, brands could face new challenges in digital asset management. However, because the figures in this research rest on hypothetical statements of intent, they offer no direct guarantee of how consumers will behave in the local market. Teams in Türkiye would do well to approach possible inconsistencies between AI and the site experience with caution.
