Comscore’s 2025 AI Intelligence Report
Artificial intelligence isn’t just another tech buzzword, it’s quietly rewiring how people search, discover and decide what to watch, buy and book. In this new report from Comscore, based on their large-scale behavioral data, you’ll see how AI-powered search, assistants and agents are already shaping real consumer journeys across categories like travel, retail and entertainment — and what that means for the brands trying to reach them.
Instead of treating AI as a future trend, Comscore follows actual users from the moment they start exploring ideas to the moment they click “book now,” showing where tools like ChatGPT, Gemini and Copilot show up along the way. The report looks at who is using AI, how those behaviors differ by device and age, which sites and brands get pulled into AI Overviews, and how often people now ask an assistant for advice in the same session — or even the same five minutes — before making a purchase.
In this report, you’ll learn:
How AI search products like Google’s AI Overview and Microsoft Copilot are changing which sites and brands get visibility on the results page.
Which AI tools are seeing the fastest growth, and how usage patterns differ by desktop and mobile as well as by age group.
How AI assistants are moving from top-of-funnel inspiration to the last mile of commerce, driving real bookings and purchases.
What real-world prompt patterns reveal about how consumers talk about your category, compare options and define value.
How often consumers now consult AI in the minutes and sessions right before they book a hotel, and what that implies for other verticals.
Why AI is turning the traditional funnel into a more dynamic, looped journey — and how that affects measurement and optimization.
Practical steps brands can take now to monitor how they’re represented in AI results, improve the data and content AI sees and protect their share of demand.
Download this free report to learn about all the many ways that AI is shaping the world around us and how to put them to work for you.
