[Anchor]

A growing number of consumers are utilizing artificial intelligence when planning trips or purchasing products. AI analyzes individuals' usual tastes and patterns to help them make the optimal choice.

Reporter Sim Useop has more.

[Reporter]

Lee Jae-guk loves camping.

Wherever he goes, he sits on a folding chair and takes pictures, earning him the nickname "King of Chairs" among his friends.

Because he frequently buys camping gear such as chairs, he has extensive conversations with AI before visiting stores.

[Lee Jae-guk / Writer: After asking about the advantages about three times, I immediately ask about the disadvantages. Then it tells me the disadvantages accurately. It seems to cut the time spent searching for information needed for shopping in half through conversations with AI.]

College student Kim Tae-yeon is preparing a trip with her parents for the Chuseok holiday.

AI, which knows her tastes well, customizes the entire itinerary.

[Kim Tae-yeon / College student: I can comfortably ask AI things like, "Other people say it's great, but do you think I'll really like this place too?" Also, my parents' preferences need to be heavily reflected.]

According to a survey of 1,000 consumers in Seoul and the metropolitan area, 49.9% answered that they had purchased products or services recommended by AI within the past three months.

However, consumers did not accept AI's suggestions immediately.

A significant number of them double-checked through internet searches or cross-referenced with reputable sources such as corporate websites.

While purchases tended to follow AI recommendations for "emotional experiential goods" such as restaurants, travel, and beauty products, purchase rates following AI recommendations for clothes and home appliances remained at around half.

[Lee Joon-young / Professor, Department of Economics and Finance, Sangmyung University: For high-involvement product groups, or relatively expensive product groups, consumers tend to actively search for information and make decisions rather than relying solely on AI information.]

Recently, an increasing number of people are using AI to automatically handle repetitive products like daily necessities and food up to the stage just before payment, and the role of AI as a shopping assistant is expected to expand further.

(Video reporting: Park Jin-ho, Video editing: Park Ji-in, CG: Hwang Se-yeon)