[Event Report] Consumer Behavior and Marketing Strategies in the AI Search Era: Mybest and Values Host Joint Seminar

Mybest, operator of the product comparison service 'mybest,' held the first 'Mybest Data Lab' seminar on May 26th, titled 'Marketing Strategies for the AI Era and Consumer Comparison Processes,' in collaboration with Values, Inc.

The event addressed the challenges of the 'Zero-Click Era.' With the rapid adoption of generative AI, consumer information-gathering processes are shifting. According to Values' web behavior logs of 2.5 million users, while search engine traffic remains stable, the 'zero-click rate'—where users leave without clicking—has risen, particularly accelerating after March 2025 when Google expanded its 'AI Overviews.' This has led to a 'Great Decoupling' where impressions increase while clicks decrease.

Mybest's analysis of 30 million monthly users shows that while access volume may fluctuate, sales efficiency and reading completion rates are rising, indicating higher user quality. Users coming via AI tend to read content thoroughly before purchasing, suggesting they use mybest for 'final verification' after getting initial info from AI. The study also found that content involving experts and deep, comprehensive data is more likely to be cited by AI.

Values introduced the 'Butterfly Circuit' model, where consumers oscillate between 'exploring' and 'solidifying' their search motivations. The research highlights a complementary structure where AI handles the 'exploring' phase, and comparison sites like mybest handle the 'solidifying' (fact-checking) phase.

Moving forward, Mybest will continue to invest in primary information, establish itself as a trusted source for AI, and advance its advertising solutions through data utilization.