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This shift means consumers are moving from browsing passively to actively seeking solutions, carefully comparing options and focusing on results. This is evident across various categories, from beauty products now searched by specific ingredients like ceramides, not just trends, to health and wellness queries focusing on personalized routines. Even in fast-growing quick commerce, the emphasis is shifting from mere indulgence to utility.
AI's Growing Influence
AI is now a key driver of this shift. AI use has exploded, with monthly searches up 154%. It's now influencing daily life, from content and education to personal practices. Searches for applications like "Gita GPT" demonstrate how deeply integrated technology is becoming in cultural experiences. This trend offers businesses chances to use AI for better customer interactions and product creation.
A Market of Contrasts
Kantar research highlights a market of contrasts. While tech offers efficiency, consumers also seek "slow joy"—activities requiring effort and emotion, like knitting or Lego. This need for hands-on engagement contrasts with digital overload, showing a need for balance. The experience economy is also changing, with more demand for live events and in-person interactions over purely digital ones. This shows that both digital precision and genuine real-world connections are highly valued.