The Rise of AI-Assisted Consumer Information Search: An Exploratory Study on Shifting Purchase Decision Behavior in Indonesia

Dedy Budiman (2026)

Fundamental and Applied Management Journal, 4(2), 76–87

Research Overview

This study examines how generative artificial intelligence is changing the way consumers search for product information and make purchase-related decisions in Indonesia. It explores how AI tools such as ChatGPT, Google AI Mode, Gemini, and Perplexity are becoming part of the consumer information-search process and how this may influence brand consideration, decision confidence, and purchase decisions.

Key Findings

74.6% Have Used AI for Product Research

Nearly three out of four respondents reported having used artificial intelligence tools to research products before making purchase-related decisions. This finding indicates that AI-assisted information search is already becoming part of the pre-purchase journey for a substantial proportion of Indonesian consumers.

26.4% Are Heavy AI Users

More than one-quarter of respondents were identified as relatively intensive users of AI for product research. This suggests the emergence of a consumer segment for whom generative AI is becoming a recurring source of product information rather than merely an occasional tool.

52.3% Are Influenced by Brands Mentioned by AI

More than half of respondents indicated that brands mentioned in AI-generated responses can influence their brand consideration. This finding suggests that visibility within AI-generated answers may affect which brands enter a consumer’s consideration set during the pre-purchase process.

79.8% Say AI Accelerates Decision-Making

A substantial majority of respondents reported that AI helps accelerate their decision-making process. By summarizing information, comparing alternatives, and reducing the effort required to process multiple sources independently, generative AI may be changing both the speed and structure of the consumer decision journey.

The Silver Surfer Paradox

One of the most notable findings concerns consumers aged 55 years and above. This group recorded an AI-first adoption rate of 24.2%, the highest among the age groups examined in the study. The paper refers to this counterintuitive pattern as the Silver Surfer Paradox.

This finding challenges the assumption that younger consumers will necessarily lead the adoption of new digital technologies. Instead, it suggests that the perceived usefulness of AI for completing specific information-search tasks may be important in explaining adoption across age groups.

For consumers who want information to be summarized, explained, compared, or simplified, conversational AI may reduce some of the complexity traditionally associated with digital information search.

Why This Research Matters

Generative AI is becoming more than an additional digital information channel. AI systems increasingly act as information intermediaries between consumers, brands, and existing digital information sources.

Instead of simply presenting a list of links, generative AI can synthesize information, compare alternatives, mention particular brands, and provide recommendations in response to consumer questions.

This creates an important shift in the consumer journey: brands may enter—or fail to enter—a consumer’s consideration set before the consumer directly visits the brand’s website, marketplace listing, social media account, or physical store.

Research Contribution

Consumer Decision Journey in an AI-Mediated Environment

The study extends discussion of the Consumer Decision Journey into an environment in which generative AI can participate directly in information search, information synthesis, and brand consideration. This creates a new layer between consumers and traditional digital information sources.

Empirical Evidence from Indonesia

The study provides empirical evidence from Indonesia, contributing an emerging-market perspective to the rapidly developing literature on generative AI, consumer behavior, and AI-assisted information search.

Beyond Simple Generational Assumptions

The observed behavior among consumers aged 55 and above suggests that generative AI adoption should not be explained solely through assumptions about younger consumers being more digitally native. Task-related usefulness may also play an important role in adoption.

Research Context and Method

Research Design: Exploratory quantitative study
Country: Indonesia
Data Collection Period: March 3–13, 2026
Total Responses Collected: 1,617
Valid Responses: 1,596
Primary Theoretical Foundations: Technology Acceptance Model and Consumer Decision Journey
Research Domains: Consumer behavior, marketing, artificial intelligence, digital business, and AI-assisted information search

Respondents were reached through professional networks across multiple Indonesian provinces. The study was designed as an exploratory investigation of how AI-assisted information search is becoming integrated into consumers’ pre-purchase decision processes.

Relevant Research Areas

This paper may be particularly relevant to researchers working on:

Generative AI and consumer behavior
AI-assisted information search
Consumer information-seeking behavior
Consumer Decision Journey
Artificial intelligence adoption
AI-mediated purchase decisions
AI recommendations and consumer choice
Brand consideration in AI environments
Generative AI in marketing
Generative Engine Optimization
Digital consumer behavior
Older consumers and artificial intelligence
Emerging-market consumer behavior
Artificial intelligence adoption in Indonesia
Generative AI adoption in Southeast Asia

Official Keywords

The official keywords published with this paper are:

AI Search | Consumer Behavior | Digital Business Strategy | Generative Engine Optimization | Indonesia

Additional concepts relevant to this research include:

How to Cite This Research

APA 7th Edition

Budiman, D. (2026). The rise of AI-assisted consumer information search: An exploratory study on shifting purchase decision behavior in Indonesia. Fundamental and Applied Management Journal, 4(2), 76–87. https://doi.org/10.66314/famj.v4i2.597

In-Text Citation

Parenthetical: (Budiman, 2026)
Narrative: Budiman (2026)

BibTeX

@article{Budiman2026AIConsumerSearch,
author = {Budiman, Dedy},
title = {The Rise of AI-Assisted Consumer Information Search: An Exploratory Study on Shifting Purchase Decision Behavior in Indonesia},
journal = {Fundamental and Applied Management Journal},
year = {2026},
volume = {4},
number = {2},
pages = {76–87},
doi = {10.66314/famj.v4i2.597},
url = {https://doi.org/10.66314/famj.v4i2.597}
}

Read the Original Research Paper

The Rise of AI-Assisted Consumer Information Search: An Exploratory Study on Shifting Purchase Decision Behavior in Indonesia

Dedy Budiman
Fundamental and Applied Management Journal
Volume 4, Issue 2, 2026
Pages 76–87

DOI: 10.66314/famj.v4i2.597

View Official Publication

Open DOI Record

About the Author

Dedy Budiman is a doctoral candidate in Management and Entrepreneurship at Universitas Prasetiya Mulya, Indonesia. His research interests include sales, consumer behavior, artificial intelligence, AI-mediated information search, and AI Visibility Optimization.

His current research examines how generative AI is changing the relationship between consumers, information sources, organizations, and brands.