AI Research
How AI Helps Consumers Research, Make Impulse Buys 09/11/2025

Google spent time with retailers and brands on Wednesday, explaining the best ways to reach consumers during the upcoming holiday season as impulse buys fall and budgets tighten.
These
days, consumers are thinking more about price and quality, as shown in a recent survey from PricewaterhouseCoopers of about 4,000 U.S. consumers conducted between June and July.
Consumers are expected to spend less
this year during the holidays. On average, they plan to spend $1,552 per person, down 5.3% from last year.
U.S. impulse buys have dropped from 30% to 26%, according to an Ipsos online study
commissioned by Google. Consumers are researching more, asking completely new types of questions, and getting answers with help from artificial intelligence (AI).
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The good news is that
consumers are still shopping — but they are doing more research, asking completely new types of questions, and getting answers with help from artificial intelligence (AI). They are thinking more
about price and quality, and condensing purchases into three months to watch budgets closely.
Dan Taylor, vice president of global ads at Google, said traditional advertising and marketing
strategies have not been able to keep up with changes in search, AI, and the way consumers gather information, so today the company introduced new tools to support retailers in AI-powered campaigns
that span between websites, apps, and in-store.
Taylor said shoppers are finding more information on YouTube, and using longer, more conversational and visual queries on AI Mode, AI
Overview, and Search.
For example, about 25 billion times per month, people search with their phone camera, and about 60% of shopping queries have become broader — for example,
“tell me about gifts for someone who likes to cook, but has a small kitchen.”
About 5 trillion searches are conducted every year. Many of these do not have just one correct answer,
which Taylor said creates opportunities for new brands to be discovered.
AI Max for Search, a one-click feature suite in advertiser accounts now globally available in beta, began rolling out
today. One-click experiments rolled out, built directly into the campaign flow to help advertisers test AI Max.
Google is working on text guidelines — a new feature to help create more
brand-safe creative, higher-performing text assets that meet business requirements, which is coming to AI Max and Performance Max campaigns, as Google makes the feature available to more
advertisers.
New Merchant Center insights will surface demand shifts, while Product Studio and Asset Studio expand creative options with generative AI (GAI) tools like Imagen 4.
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AI Research
Denzel Washington Rejected This Sci-Fi Box Office Hit About Artificial Intelligence

For most of his legendary career, Denzel Washington has been able to call his tune. Studios are eager to be in business with him, and it certainly helps his cause that he enjoys making commercial films from time to time (as evidenced by his “Equalizer” movies). So, post-stardom, if he regrets making or not making a film, he only has himself to blame.
Personally, even though Denzel Washington is my favorite living actor, I do think he’s made some mistakes over the years. The formula thriller “The Bone Collector” was limp material that confined him to a bed for most of the movie, while the hospital hostage drama “John Q” was formulaic pap. And I have no idea what he was thinking when he signed on to star opposite two of our most annoying living actors (Jared Leto and Rami Malek, both of whom inexplicably have Oscars) in the serial killer thriller “The Little Things.”
But what about Washington? Does he have any regrets? The two-time Oscar winner is generally pretty happy with how his career has turned out, though there are some opportunities that, in retrospect, he wishes he’d leapt on. However, that does not include the Will Smith hit that pondered the potential pitfalls of a future where artificial intelligence is an essential part of human life.
Denzel was worried about the CGI of I, Robot
In a 2004 interview with Phase9 pegged to the release of Tony Scott’s “Man on Fire” (one of the director’s finest films), Washington was asked if there were any roles to which he regretted saying, “No thanks.” “The lead in ‘The Passion of the Chris,'” joked Washington (the movie was doing blockbuster business at the time of the interview). He then turned serious and said, “The Brad Pitt role in ‘Se7en.'” Amazingly, Sylvester Stallone also turned this part down.
But with the summer of 2004 approaching, Washington noted, “I was also recently offered ‘I Robot,’ but I was worried about the robots, if they got them wrong. Actually, I would have done it, but it came down to a choice between that movie and ‘The Manchurian Candidate.'” While Alex Proyas’ adaptation of Isaac Asimov’s sci-fi book is not without merit, Washington likely would’ve found himself getting paid very well to make a movie undone in part by studio interference. As such, I’m grateful that he instead teamed up with the great Jonathan Demme to make a severely underrated adaptation of Richard Condon’s novel (which had already formed the basis for a stone-cold classic from John Frankenheimer in 1962).
Eight years after this interview, Washington would express regret at turning down the lead role in Tony Gilroy’s “Michael Clayton.” As he told GQ, “With ‘Clayton,’ it was the best material I had read in a long time, but I was nervous about a first-time director, and I was wrong. It happens.” I would absolutely love to see the Denzel Washington version of “Michael Clayton,” but George Clooney certainly aced the assignment. As for “I, Robot,” I just wish Alan Tudyk would get more credit for being the best thing in Proyas’ movie.
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