# Semrush survey finds AI chatbots sway half of users away from purchases

Digest AI · Marketing & Small Business · published 2026-09-18T14:33:30Z

Canonical: https://digestai.news/story/semrush-survey-finds-ai-chatbots-sway-half-of-users-away-from-purchase

## Summary

A Semrush survey of 2,338 U.S. adults shows AI chatbots have a mixed impact on buying decisions. More than half of consumers who use AI have decided not to buy something after a chatbot’s advice, and nearly 81% of shoppers who rely on chatbots for online purchases have walked away from a product because of AI guidance. At the same time, about 58% of AI users report having bought something recommended by a chatbot, indicating the technology can be equally persuasive in both directions.

The study also reveals that negative or mixed reviews shown by a chatbot make more than 74% of all consumers, and over 85% of AI users, less likely to purchase. About 59% of AI users discovered a new brand through a chatbot, while 71% believe chatbots can recommend the best brands. Only 29% of all consumers use chatbots for product research, rising to 55% among weekly AI users, and 65% say chatbots have replaced some Google searches. However, 42% of consumers dislike chatbot ads, and 66% of those say ads erode trust in AI responses.

## Key points

- 81% of shoppers using chatbots say AI guidance stopped them from buying a product, per Semrush survey of 2,338 U.S. adults.
- 58% of AI users both bought and rejected purchases based on chatbot recommendations, showing equal persuasive power.
- 42% of consumers dislike chatbot ads, and 66% of those say ads undermine trust in AI answers.

## Why it matters

Marketers must recognize that chatbots can both drive and deter sales, and that ad placements may erode trust, affecting brand perception and ROI.

## Sources

1. [AI is telling consumers not to buy your product](https://martech.org/ai-is-telling-consumers-not-to-buy-your-product) (MarTech, 2026-09-18)

## Cite

Digest AI, "Semrush survey finds AI chatbots sway half of users away from purchases", 18 September 2026, https://digestai.news/story/semrush-survey-finds-ai-chatbots-sway-half-of-users-away-from-purchase

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