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:

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.

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.

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:

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.

To win in an AI-powered world:

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:

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.

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.