More Malaysians are turning to AI before they search

A growing number of Malaysians are seeking AI assistance before they initiate a search for essential decisions, including online shopping and financial matters. A survey of 1,300 adult AI users in Malaysia by AI consultancy Entermind revealed that 43% turned to AI first when researching major decisions, while only 31% began with a search engine. This trend intensifies for those who use AI daily - 52% reported acting on AI advice, compared to 26% of those who use it weekly or less frequently.

Consumers are increasingly viewing AI as part of the decision-making process, rather than simply a tool for drafting emails or answering casual questions. The AI's usefulness varies depending on the decision at hand, with respondents finding it particularly helpful for understanding healthcare options, comparing retail choices, and discovering travel possibilities.

Despite the allure of AI's guidance, 51% of users still prefer a future where AI assists while they retain control over decisions, with only 6% wanting the technology to handle most tasks on their behalf. This appeal lies in AI's ability to simplify complex choices, clarify unfamiliar terminology, and compare several options simultaneously.

AI-generated answers can still be incomplete or inaccurate, emphasizing the importance of independent verification for high-stakes decisions like health and finances. As exposure to conversational AI increases, it is also reshaping consumer expectations from conventional websites and apps. More than 70% of respondents would prefer online platforms to make finding information and making decisions as effortless as AI tools do.

Interestingly, 42% of respondents favored a search box over menus when navigating online services, suggesting that typing direct questions feels more intuitive than clicking through multiple layers of a website. This shift in preference highlights a growing gap between the fluid experience of AI assistants and the often cumbersome digital channels offered by many companies. Entermind suggests that consumers are becoming less patient with websites that make crucial information difficult to locate.

While AI is not directly responsible for RM190 billion in annual household spending, it does account for a significant proportion of this figure. This spending is concentrated in the restaurants and accommodation, food and beverages, and transport sectors, which follow housing and utilities as the largest expense categories after housing and utilities.

The study, however, focuses on AI-savvy Malaysians and should not be interpreted as evidence that nearly half the country has abandoned search engines for AI tools like ChatGPT.