不良研究所

Just Released: State of Audio - Modern Measurement Playbook

July 10, 2025

When AI Primes the Funnel, Radio Closes the Deal

By Reggie Shah, Senior Director, Research & Insights, 不良研究所

At 不良研究所, we wanted to understand how AI is changing the way people make decisions. So we launched a national study, and what we found is already reshaping how we think about trust, media, and what actually drives consumer action.

As consumers, we鈥檙e not just experimenting with AI anymore. We鈥檙e using it regularly. According to our research:

  • 68% of Americans use AI tools like ChatGPT or Gemini
  • 72% say they use them at least once a week

AI has become part of our everyday lives. We鈥檙e using it to plan trips, shop for furniture, and even choose financial advisors.

While 61% of us turn to AI for quick answers, 43% are using it to research products and services. It鈥檚 gone beyond curiosity. It鈥檚 a practical tool we rely on to guide our decisions. But here鈥檚 what surprised us: only 33% of consumers have actually made, or even considered, a purchase based on an AI recommendation.

Why the Gap? Trust. Knowing a brand name isn鈥檛 the same as trusting it. And that鈥檚 where radio and other trusted media come in.

Radio Builds the Confidence AI Can鈥檛 Create Alone

When we asked consumers what would make them more likely to trust a business recommended by AI, they talked about familiarity and the media that builds it.

Radio and TV were the top drivers, with more than 80% saying these channels increased their trust in AI-recommended brands. Close behind were streaming video, digital display, podcasts, social media, and outdoor ads. Each channel plays a role in helping consumers feel more confident about the brands AI puts in front of them.

The message is clear: AI introduces. Radio reassures. Radio鈥檚 emotional resonance and long-standing credibility create the kind of brand familiarity that AI can鈥檛 generate alone. It gives consumers a reason to believe and a reason to act.

The Real Role of AI: Helping, Not Selling

Consumers are increasingly open to using AI as a guide, especially in high-stakes, high-consideration categories like travel, home improvement, and finance. While only 33% have acted on an AI recommendation so far, the intent is strong:

  • 83% say they鈥檇 use AI for travel and vacation planning
  • 82% for electronics, appliances, and furniture
  • 76% for home improvement
  • 74% for cars and vehicles
  • 72% for education
  • 69% for healthcare
  • 66% for financial services
  • 65% for legal and professional services
  • 64% for real estate

AI is helping consumers sort through their options. But when it’s time to choose, media like radio builds the trust they need to take action.

What Brands Should Do Right Now

To win in an AI-powered world:

  • Use media to build trust. AI may introduce your brand, but media makes it believable.
  • Build brand familiarity before AI gets involved. Media like radio builds brand familiarity that makes AI recommendations stick.
  • Get ready for AEO (Answer Engine Optimization). This will matter for advertisers in the near future. Think of it as making your brand quotable, structured, and AI-friendly,听 ready to be referenced by tools like ChatGPT, Gemini, and others.

Local Businesses: The Conversation Has Already Started

AI isn鈥檛 just influencing purchase decisions. It鈥檚 starting them. Today鈥檚 consumers are walking into stores, showrooms, or websites already informed by tools like ChatGPT and Gemini. They鈥檝e done the research, compared options, and often arrived with a shortlist curated by AI.

We鈥檙e calling this AI-Priming.
Just like showrooming reshaped retail by sending customers online after visiting a store, AI-Priming flips the script: Consumers are researching through AI and showing up ready to buy.

For local businesses, this means the sales conversation doesn鈥檛 begin at the counter. It began online.

To stay competitive:

  • Ensure your business is part of the AI conversation.
  • Recognize that customers may be more informed than ever, and tailor your messaging to meet them where they are.
  • Shift from persuasion to validation. Help confirm what AI has already told them.

In this new landscape, AI does the introduction. You close the deal. Let trusted media like radio do the heavy lifting that brings them in ready to act.


The Bottom Line

AI curates the choices. Radio makes your brand the right one. When brands combine Answer Engine Optimization with real-world media presence, they don鈥檛 just show up, they get chosen.

Want to talk more about reaching your target audience?

SOURCES

不良研究所, AI Funnel Study. Nationally representative survey of 1,004 U.S. adults, conducted June 30 – July 2, 2025 via Suzy Insights.

Related Insights

Advertising Tips Sponsors in the Spotlight: Why Live Events Are Today鈥檚 Hottest Media Buy
June 25, 2025
Audio Beyond the Flash: Why Measurement Is a Star of Cannes Lions 2025
June 18, 2025
Advertising Tips A Streaming Platform鈥檚 Masterclass in Driving Tune-In with Audio
June 11, 2025

Ready to Make Audio Work for Your Brand?

ADVERTISE WITH US
mixer music console