More Malaysians are turning to AI before they search

In recent years, Malaysians are increasingly turning to artificial intelligence (AI) before conducting online searches, according to a new survey. A September study by AI consultancy Entermind found that 43% of AI users in Malaysia first consulted an AI assistant when researching important decisions, compared to 31% who began with a Google search.

The survey of 1,300 adult AI users revealed that 41% had made a purchase or financial decision primarily based on AI information or recommendations. The influence of AI grew with the frequency of use - 52% of daily users said they acted on AI advice, compared to 26% of weekly or less frequent users. AI was particularly helpful for understanding healthcare options, comparing retail choices, and discovering travel possibilities.

However, users still preferred a future where AI assisted them while maintaining control, with only 6% wanting the technology to handle most tasks on their behalf. The ease and intuitiveness of AI tools are reshaping consumer expectations, with 78% wanting company platforms to make decision-making as simple as AI tools. This shift in behavior is creating a growing gap between the fluid experience of AI assistants and the more cumbersome digital channels many companies offer.