Verdane 对瑞典、挪威、丹麦等六国 7282 名 18-60 岁消费者的调研显示，欧洲消费者人工智能（AI）采用呈现私人使用领先、年轻群体主导、购物场景渗透 加深的核心趋势，对企业营销与用户触达模式产生深远影响。 用户画像上，年轻群体是核心 adopters，千禧一代占活跃用户的 45%，Z 世代占 28%，18-30 岁女性尤为突出。职业分布中，白领占比 58%，蓝领和学生分 别占 14% 和 13%。活跃 AI 用户同时也是高频线上购物群体，31% 的日私人 AI 用户每月线上购物 5 次以上，二者高度重叠。 信息获取与购物决策方面，30% 的活跃用户偏好 AI 工具而非传统搜索引擎，核心原因是能获取直接答案（57%）、信息总结更优（55%）及便于自然语言 追问（54%）。76% 的活跃用户曾用 AI 辅助购物决策，17% 频繁使用，英国这一比例达 37%。AI 贯穿购物全流程，88% 用于对比产品，78% 辅助最终决 策，77% 用于发现品牌，73% 用于查找最优价格，旅行、消费电子等需深度调研的品类使用率最高。 AI 使用场景方面，私人使用渗透率（53%）高于职场使用（41%），30% 的受访者 ...

Core Insights - The relationship between media and Google, previously a strong alliance, is showing signs of strain as both parties seek to adjust their strategies [1][3][12] Group 1: Google's New Initiatives - Google is intensifying recruitment for advertising technology engineers and product managers to develop new tools for media partners, focusing on optimizing Ad Manager and AdX platforms [3] - A new tool called Offerwall has been launched, allowing media to implement a hybrid monetization strategy that combines advertising with content unlocking, which has been positively received by over 1,000 media partners, resulting in an average revenue increase of 9% [3][4][5] Group 2: Challenges and Risks - The rise of AI features, particularly AI previews, has led to a significant increase in zero-click searches, which have risen from 49% in 2019 to 70.2% in Q2 2024, causing a 26% drop in monthly traffic for news websites [6][7] - This decline in traffic has resulted in reduced ad inventory available for sale on Google's platforms, contributing to a $1.57 billion year-over-year decline in Google's advertising business [7][8] Group 3: Media's Response - Media companies are exploring diversified revenue models to reduce reliance on Google, with emerging platforms like ChatGPT and X (formerly Twitter) showing significant increases in traffic through new distribution methods [9] - The introduction of paid crawling services by companies like Cloudflare indicates a shift towards monetizing content access, although the success of this model depends on cooperation between AI companies and regulatory frameworks [10][11] Group 4: Future Outlook - For Google to maintain its leading position in content distribution, it must establish a genuine value-sharing mechanism with media partners, addressing revenue sharing, transparency, and data sharing [12]