Yandex ads study: How AI-powered services impact the customer puchase journey

A Yandex Ads study involving 1,800 residents has revealed that Kazakhstanis are actively using AI-based services and applications, including for shopping planning.

AI usage: habits, goals, and trust

Among AI-based services, 41% of respondents use standalone apps, 37% use AI in search engines, and 22% use voice assistants on smartphones. Three-quarters of those surveyed have begun using AI services and apps more frequently than before. Additionally, 27% combine traditional search engines with AI applications.

"According to research, the global AI search market is projected to increase over tenfold by 2035. We see growing audience interest in our own data as well. Users are increasingly turning to 'Neuro': Yandex Search receives an average of 2 mln AI queries daily accounting for about a quarter of all search requests in the country," Head of Yandex Ads in Central Asia Madina Seisengalieva notes.

"For businesses, this is a vital signal that the user’s online journey is expanding. AI-powered services, including those integrated into search engines, are becoming a critical channel for increasing company visibility and high-quality audience engagement."

Users turn to AI for: advice, instructions, and recommendations- 53%;  work-related tasks - 43%; health and medical questions - 37%; education and personal development - 35%

57% of respondents consider themselves beginners in using AI services and apps, while 27% identify as advanced users. Among youth aged 18–24, the share of advanced users is higher, at 41%. Trust in AI is divided: one-third fully trust these services, while more than half trust them selectively.

Shopping, advertising, and trust in AI

Before making a purchase, users turn to search engines (43%), compare reviews on marketplaces (42%), and study offers on social media (35%).

Nearly 60% of respondents are ready to make purchases through AI services. The primary motivations include the ability to find the best prices and discounts, as well as saving time on product searches.

Gender differences in search trends:

  - Women more frequently search for cosmetics (36%) and children's goods (27%); men focus on real estate (28%) and automotive products (20%).

Over the last three months, users searched for the following via AI:

  - Medicines, vitamins, and dietary supplements - 39%; clothing and footwear - 32%; household appliances and electronics - 30%; food products - 25%; cosmetics - 20%; children's goods - 19%

80% of survey participants believe that advertising in AI search can be useful, especially if it provides additional benefits or helps find products and services faster.

About the Study: The study was conducted in May 2026 among 1,800 residents of Kazakhstan of various ages and genders. It reflects current habits in the use of search engines and AI-based services and apps, as well as user attitudes toward AI-driven shopping and advertising.