India is emerging as a leading market for LLM-powered search in Asia, with large language model search reaching around 23% of consumer purchase journeys, according to a new Boston Consulting Group (BCG) analysis.The report, published on September 25, 2026, studied consumer behaviour across India, China, Japan and South Korea. It found that LLM search is becoming an important discovery channel, particularly in India, where its reach is significantly higher than in other markets studied.Key HighlightsLLM search reaches around 23% of purchase journeys in India.India recorded the highest LLM search reach among the four Asian markets studied.LLM search has an overall 12% reach across the Asian markets covered by the study.Around 64% of consumers who use LLM search said it influences their brand choices.Social media remains the most widely used discovery channel in India.BCG surveyed nearly 5,500 consumers across India, China, Japan and South Korea.India Leads in LLM Search ReachBCG's research shows that LLM search is becoming an increasingly important part of the consumer purchase journey in Asia.Among the four markets studied, India recorded the highest LLM search reach. The report puts India's figure at around 23%, compared with much lower levels in Japan and differences across China and South Korea.This means that consumers in India are increasingly using AI-powered tools to research products, compare options and discover brands before making purchasing decisions.The findings are significant for businesses because LLM platforms such as ChatGPT, Gemini and other AI-powered search tools are increasingly becoming part of the online discovery process.LLM Search Is Gaining InfluenceThe BCG report also highlights an important difference between reach and influence.Across the Asian markets studied, LLM search appeared in around 12% of purchase journeys. However, 64% of consumers who used LLM search said that it influenced their brand choices. This puts LLM search among the more influential consumer touchpoints despite its lower overall reach compared with established channels.The report suggests that consumers are not simply using AI tools to find information. They are increasingly relying on AI-generated recommendations when considering which brands or products to choose.Social Media Still Leads Consumer ReachDespite the growth of AI search, social media remains a major consumer touchpoint in India.BCG found that social media reaches consumers in around 29% of purchase journeys in India, making it the leading channel in the country. In China, the figure was even higher at 31%.However, LLM search is developing rapidly. The report says it already ranks among the top five touchpoints across the Asian markets studied, ahead of traditional channels such as television, radio, print and billboards.Why India Is Important for AI SearchIndia's strong LLM search adoption reflects the country's rapidly expanding digital and AI ecosystem.Consumers are increasingly using AI tools for research, recommendations and comparison. At the same time, India's large internet user base and growing creator and e-commerce ecosystems are creating more opportunities for AI-driven discovery.For brands, this means traditional SEO alone may no longer be enough to ensure visibility. Businesses also need to consider how their websites, reviews, social content and other online information appear in AI-generated answers.What the Report Means for BrandsBCG recommends that companies start treating LLM search as an important part of their digital marketing strategy.One area highlighted by the report is generative engine optimisation, or GEO. Brands can improve their visibility by creating clear, structured and useful content that AI systems can understand and reference.The report also points out that LLMs draw information from sources beyond company websites, including forums, review platforms, social media and other online resources. This makes a brand's wider digital presence increasingly important for AI visibility.Companies may therefore need to track how frequently their brands appear in AI-generated recommendations and which sources are being cited by LLM platforms.LLM Search and the Future of ShoppingThe rise of AI search could also change how consumers move from product discovery to purchase.BCG notes that in more than half of LLM-assisted purchase journeys, consumers consider brands they might not have discovered on their own. This creates an opportunity for smaller and emerging brands to enter consumers' consideration sets through AI recommendations.The report also points towards the growth of agentic commerce, where AI systems could eventually help consumers complete transactions instead of simply providing recommendations.What Happens Next?India's high LLM search reach suggests that AI-powered discovery is becoming an important part of the country's digital consumer journey.For marketers, the shift means balancing traditional search, social media, websites and emerging AI platforms. Brands that understand how consumers discover information through LLMs may increasingly need to focus on content structure, online reputation, citations and GEO alongside conventional SEO.As AI search adoption continues to grow, India is emerging as an important market for understanding how LLMs can influence consumer discovery and purchasing decisions.
