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62% research with AI always or often before buying; only 3% never do.
ChatGPT (80%) and Gemini (68%) dominate, together the main tool for 90% of users.
17% name AI as their most-used product information source, behind only Google and Shopee/Lazada.
70% use AI because it summarises information, saving them from reading many websites.
Only 15% buy the AI pick as is; 60% check Shopee/Lazada first.
Half discover more new brands through AI, and 35% now search on Google less.
200 Vietnamese male and female in HCM and Hanoi, 20-49 years old