AI is appearing earlier in the shopping journey. But being recommended by AI does not mean a brand has already been chosen.
According to a Q&Me survey published on 2 October 2026, among 200 AI users aged 20–49 in Hanoi and Ho Chi Minh City, 62% always or often used AI to research before buying. Meanwhile, 15% bought according to AI recommendations without making adjustments, and 60% checked Shopee or Lazada first.
Be ready for the next tab
For brands, the opportunity goes beyond appearing in an AI answer. When customers open another tab to check, they need clear product information, reviews with context and policies that are consistent across channels.
At N-Solutions, we believe good content should support shoppers from their first research through to the point where they feel confident making a decision.
When customers arrive at your store after consulting AI, does your brand give them enough information to stay?
Source: Q&Me, 2 October 2026.
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