NIQ and Similarweb are creating a measurement system designed to attach product discovery by AI assistants with web site site visitors, conversions, and gross sales. The primary model is scheduled for the fourth quarter of 2026 and can initially cowl a restricted set of product classes and markets.
The businesses are specializing in purchasing journeys that start or develop inside generative AI companies slightly than typical search engines like google or ecommerce websites. The deliberate system will cowl ChatGPT, Gemini, Google AI Mode, Perplexity, and Claude.
The system is designed to trace circumstances the place shoppers analysis or evaluate merchandise by an AI assistant however attain a retailer by one other channel. These interactions don’t all the time generate a direct AI referral that may be recognized by web site analytics.
AI suggestions complicate attribution
Similarweb examined this concern in analysis printed in June this yr. After monitoring customers who acquired model suggestions from ChatGPT, it discovered they have been 2.5 instances extra prone to go to the advisable model’s web site inside the following seven days.
Nonetheless, 55.9% of the visits following an AI advice arrived by search slightly than a direct referral from ChatGPT. Similarweb stated it excluded customers who had not too long ago visited the model or had already talked about it of their immediate.
Adobe has reported an identical sample. Adobe Digital Insights discovered that 34% of surveyed shoppers used AI assistants for product analysis earlier than later looking out on-line for offers.
NIQ’s deliberate system is meant to increase measurement past referral site visitors. It’ll study what shoppers ask AI assistants, which merchandise seem of their suggestions, how manufacturers evaluate with opponents in these outcomes, and whether or not AI interactions join with later web site visits and purchases.
NIQ will contribute product intelligence, shopper behaviour information, and retail gross sales measurement. Similarweb will present digital information overlaying exercise inside generative AI platforms and site visitors reaching exterior web sites after shoppers work together with these companies.
NIQ and Similarweb stated the site visitors element will embody each direct clicks from AI platforms and subsequent visits linked to earlier AI-driven product discovery.
The system may also assess product info utilized by AI companies. NIQ stated the measurement will study whether or not product content material is full and structured in a means that enables AI assistants to establish and symbolize merchandise precisely.
It’ll individually measure the place merchandise seem when AI assistants suggest choices to customers and evaluate a model’s presence with opponents.
Similarweb has additionally reported a spot between exercise on AI platforms and the referral site visitors they ship to exterior web sites. Its US information confirmed visits to AI platforms elevated 28.6% between January 2025 and January 2026, whereas referral site visitors from these companies remained broadly flat.
Similarweb stated customers have been finishing up extra product analysis and comparability inside AI companies with out instantly opening web sites referenced within the response.
Separate Adobe Analytics information reported by Reuters in June 2026 discovered that US customers referred to retail web sites by AI companies reminiscent of ChatGPT and Gemini generated 53% extra income per go to than shoppers arriving by non-AI sources.
That determine covers identifiable AI referrals slightly than purchases the place an AI interplay was adopted by a go to by search, direct site visitors, or one other channel. NIQ and Similarweb plan to incorporate these subsequent visits of their measurement system.
Procuring strikes inside AI platforms
AI platforms are additionally including commerce capabilities that enable extra of the purchasing course of to happen earlier than a shopper reaches a retailer web site.
OpenAI launched Instantaneous Checkout in 2025, permitting eligible ChatGPT customers to buy supported merchandise with out leaving the dialog. The system makes use of OpenAI and Stripe’s Agentic Commerce Protocol to move order info to taking part retailers, whereas retailers stay accountable for funds, fulfilment, and customer support.
ChatGPT’s purchasing capabilities have since expanded to incorporate product discovery and comparability primarily based on standards reminiscent of worth, options, opinions, and a person’s said necessities. The identical interface can due to this fact help product analysis, comparability, and a few supported transactions.
Google has additionally launched commerce infrastructure by its Common Commerce Protocol, an open customary that enables brokers and commerce methods to work together throughout shopper platforms, companies, and fee suppliers.
The protocol helps entry to info together with real-time pricing and stock in addition to capabilities reminiscent of purchasing carts. Google has additionally used UCP to help checkout throughout its purchasing companies.
In Could 2026, Google introduced plans to roll out Common Cart throughout Search and the Gemini app within the US through the summer time. The system permits customers to finish checkout on Google with taking part manufacturers or switch objects to a retailer’s web site.
NIQ’s deliberate system is meant to mix a number of levels of AI-assisted purchasing inside the similar measurement framework. These embody shopper queries, visibility in AI-generated suggestions, product-content readiness, AI-influenced site visitors, and subsequent conversion or buying exercise.
Quite than treating AI solely as one other referral supply, the system will try to attach exercise inside AI companies with later visits and transaction information.
NIQ stated present measurement methods cowl areas together with retail, ecommerce, media, and search however don’t present an entire view of purchases involving AI-mediated discovery. The deliberate system will mix NIQ’s product, shopper behaviour, and retail gross sales information with Similarweb’s information on exercise inside generative AI platforms and alongside the AI-assisted buy journey.
Current NIQ analysis additionally factors to using AI throughout product analysis. In findings launched in August, NIQ and World Information Lab stated almost 75% of customers use AI throughout product discovery, whereas 20% of shoppers already use AI as a part of the purchasing course of.
The preliminary NIQ and Similarweb product stays underneath growth, with a launch deliberate for the fourth quarter of 2026. The businesses haven’t introduced pricing or a selected launch date.
(Photograph by Jonny Gios)
See additionally: Mastercard analysis highlights the following problem for manufacturers: Successful over AI brokers
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