Download the first large-scale Belgian study exploring how generative AI is reshaping search behaviours, decision-making, and brand visibility.
Made by:
Based on a representative sample of the Belgian population, this report reveals how AI is already changing the way people look for information, compare options and choose brands.
Key highlights
The first large-scale Belgian study on generative AI and search
A unique deep dive into how Belgians are adopting generative AI in their everyday lives and professional practices. ​
Key figures on how Belgians use generative AI in 2025
Usage levels, frequency, use cases, and the impact of AI on how people search, evaluate information and make decisions. ​
A 360° view: consumers and professionals
The study combines insights from everyday users and decision-makers to link real behaviours with the way organisations are adapting (or not yet) to AI-driven search.
​What you’ll learn
🔹 Conversational search
Belgians are increasingly asking full, natural-language questions and interacting with AI as if it were a personal assistant, not just a search bar.
🔹Faster decisions
36% have already made a purchase based on an AI recommendation, and 40% follow the first answer without double-checking elsewhere - the decision journey is getting shorter and more direct.
🔹 Fluidity over accuracy
Clarity, speed and relevance of AI answers matter more than strict factual accuracy. Trust is built through the overall experience rather than systematic verification.
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Who is this study for?​
Innovation & AI leaders – To see how real-world AI use is reshaping daily behaviours and guide smarter strategic choices.
Communication leaders – To understand new search and preference patterns and steer your brand narrative in an AI-shaped journey.
Marketing leaders – To anticipate consumer expectations, protect brand visibility and adapt your acquisition strategies.
Curious thinkers & decision-makers – To get a clear overview of how generative AI is changing how we search, decide and interact.
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About PinPrime.ai
PingPrime.ai helps organisations move from simple visibility to true narrative authority: being understood, cited and preferred by AI… and by users.
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