AI in Romania: The New Interface Between Consumer and Brand
AI is no longer just a tool for finding information. It is becoming part of how consumers discover, evaluate and choose. This study explores how Romanians use AI, how it influences purchasing decisions, how much autonomy they are willing to give it, and how they respond when brands use AI.
Study at a glance
1,009 participants
Online survey
204 participants
Behavioral study (eye-tracking and facial coding)
4 industries tested
E-commerce & technology, FMCG, banking, healthcare
Between-subject design
With AI disclosure vs. without AI disclosure
Methods used
Survey
Eye-tracking
Facial-coding
The signal
The role of AI is not to decide for consumers, but to help them navigate complexity, filtering information, narrowing choices and making decisions easier while preserving consumer autonomy.
What researchers found
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01
AI is already part of the consumer journey
83% of Romanians used AI in the past 12 months, and 39% have already purchased a product based on an AI recommendation.
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02
Consumers want AI to assist, not replace their decisions
Across the 25 activities tested (in 4 different industries), acceptance depends strongly on the role AI plays. Consumers are more open to AI that helps them than to AI that evaluates or decides for them.
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03
AI can reduce choice overload
Consumers show strong interest in using AI to identify relevant products, compare alternatives and simplify complex choices, suggesting that its value may lie as much in filtering and narrowing options as in automation itself.
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04
AI is becoming a new interface for search and discovery
84% of AI users consider AI tools more efficient than traditional search for finding information, while 39% have already bought something based on an AI recommendation.
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05
Transparency can trigger attention rather than rejection
The behavioural study found that AI disclosure did not generally reduce declared interest or trust. In some contexts, however, consumers examined AI-generated recommendations or interpretations more intensively, suggesting a more active evaluation of the information.
Business translation
01. Put consumer needs first
Map the customer journey and identify where AI can reduce effort, time or uncertainty.
02. Choose the right role for AI
Use AI as an assistant, copilot or safeguard, particularly when consumers are making decisions with personal consequences.
03. Automate complexity before transactions
Prioritize AI for filtering, comparing and narrowing down choices before moving toward fully autonomous purchasing.
04. Build visibility beyond traditional search
Monitor how your brand appears in AI-generated answers, whether it is mentioned, recommended or compared, and which attributes are associated with it.
05. Make AI verifiable
Invest in accuracy, controlled data sources, explanations and verification mechanisms. For high-stakes information, provide a clear path to human support.
06. Build trust through experience
Give consumers opportunities to experience AI in lower-risk contexts and gradually build confidence before asking them to delegate more actions to AI.
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