AI Recommendations Are Everywhere - And Your Category Is Not Immune

If you think AI-driven recommendations apply only to tech or entertainment, think again. IMI’s recent NextWave™ study shows that AI-powered decision-making has become a consumer norm, influencing nearly every major category.

What We Discovered 

The numbers are striking and the use of AI for decision support is exploding, already:

• 19 million Canadians have used or will use AI for health recommendations and finding the best price.

• 17 million for travel planning, 17 million for local attractions, and 16 million for restaurants and entertainment.

• 17 million for where to shop and for buying Canadian/local products.

• 15 million for grocery shopping 

• 14 million for cars, credit cards, and investments 

• Even traditionally trust-heavy decisions like healthcare providers (15 million) and insurance providers (15 million) are being influenced by AI recommendations.

This isn’t about one vertical. AI is shaping decisions in retail, grocery, foodservice, financial services, automotive, healthcare, travel, insurance, and entertainment.

The Insight 

AI-driven consideration is no longer fringe - it’s mainstream. For brands, this means that credibility within AI ecosystems is essential, especially for that 1st point of contact.

What It Means for Organizations 

Paid social and digital campaigns still matter but increasingly act as inputs for AI algorithms, not the final gateway to the consumer. If those inputs do not frame you as trusted, authoritative, and relevant, your brand might never make it onto the shortlist consumers see.

Next Steps

• Ensure that your brand or product is positioned for success – relevant. compelling and better than the competition. The fundamentals of trust and relevance still apply.

• Develop an “AI Recommendation Readiness” strategy - optimize content for AI synthesis, not just search algorithms.

• Embed AI integration thinking into agency briefs. Are your partners optimizing beyond CPMs and impressions?