The influence of Generative AI on information search and retrieval in consumer decision-making

Since the advent of Generative AI (GenAI) with the introduction of ChatGPT by OpenAI in 2022, experts have anticipated significant shifts in human behavior, particularly in consumer decision-making processes. Initial studies have shown efficiency gains in utilizing GenAI for information search and retrieval tasks. However, the effective integration of GenAI into decision-making requires addressing challenges such as transparency and the potential for hallucinated results. This research aims to investigate how GenAI applications, specifically ChatGPT, impact consumers' information search and retrieval processes in purchase decision-making. Building upon prior findings of efficiency gains, this study seeks to provide empirical insights into decision-making effectiveness and the underlying influences of GenAI usage. By comparing user behavior between Google and ChatGPT in assisting purchases, the study aims to uncover efficiency gains and effectiveness in decision-making. With a focus on understanding the factors driving GenAI utilization, this multi-method approach sheds light on its broader implications for information processing.