India leads Asia in LLM search reach: Report

Large language model (LLM)-based search is rapidly becoming an important part of the consumer purchase journey in India, with its influence already approaching that of social media, according to a report by Boston Consulting Group (BCG).

The study found that 22% of purchase journeys in India involve LLMs, the highest proportion among the four Asian markets examined: India, China, Japan and South Korea. India's rate is nearly four times higher than Japan's 5%.

Social media remains the leading discovery channel in India, accounting for 29% of purchase journeys. However, the relatively narrow gap between social media and LLM-based search highlights the rapid adoption of AI-powered tools as a consumer touchpoint.

Across the four markets covered in the study, LLM search has emerged as one of the fastest-growing touchpoints. It already ranks among the top five channels by reach, ahead of traditional platforms such as television, radio, print and billboards.

“Brands can't assume LLM search will arrive on the same timeline everywhere, where you need to show up, and how quickly, depending entirely on the market you're in, and India shows just how far along that shift can already be,” said Parul Bajaj, India Leader, Marketing, Sales and Pricing at BCG and co-author of the report.

The influence of LLM search appears particularly significant among consumers who already use it during their purchasing decisions. Across the four markets, between 52% and 68% of consumers who turn to LLM search said it influences their final choice of brand.

India recorded an influence rate of 65%. According to the report, it was the only market in the study where LLM search surpassed social media in influence among users of the respective channels. Social media recorded an influence rate of 64% among its users in India.

“Across the four markets, LLM search shapes the final brand choice for 52 per cent to 68 per cent of the consumers who turn to it. India sits near the top at 65 per cent, the only market in the study where LLM search actually outranks social media, at 64 per cent, as the most influential touchpoint among the consumers who use it,” Bajaj said.

The findings suggest that marketers may need to expand their approach to digital visibility beyond traditional search and social platforms. While LLMs do not yet match social media in overall reach, their ability to influence consumers who use them is already comparable.

The report also found that more than half of LLM-assisted purchase journeys resulted in consumers considering brands they might not otherwise have discovered. This could create additional opportunities for brands that have relatively limited visibility through conventional marketing channels.

Consumers surveyed also highlighted the role of AI-generated responses in simplifying the process of evaluating products and brands. They said AI recommendations could reduce the uncertainty associated with navigating sponsored advertising while providing personalised, transparent and seemingly objective information.

As consumers increasingly turn to AI tools for product discovery and recommendations, the findings point to a shift in how brands may need to approach visibility, with AI-generated answers becoming an increasingly important part of the path from discovery to purchase.