Duane Forrester
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AI shifts buyer research, leaving businesses to adapt to new pace
Duane Forrester argues that AI assistants have fundamentally changed consumer behavior, allowing buyers to complete complex research in minutes rather than weeks. Using a truck purchase as an example, he notes that AI…
1 sourceSearch Engine Journal -
Study finds AI summaries reduce user knowledge and critical thinking
A 2025 study by Wharton professors Shiri Melumad and Jin Ho Yun, published in PNAS Nexus, indicates that users relying on AI summaries retain less information and produce lower-quality advice than those using standard…
1 sourceSearch Engine Journal
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AI shifts buyer research, leaving businesses to adapt to new pace (1 October 2026).