AI Search Is Changing Consumer Behavior
A study by Sirius Campus shows that AI-powered search applications are becoming increasingly important in rate-setting decisions and that energy providers need to realign their digital visibility.
November 3, 2026
Source: E & M powernews
AI is playing an increasingly important role in helping people find an electricity plan. A study has now examined who uses it and who benefits.
The findings are not surprising: Customers are increasingly using AI models such as ChatGPT or Google Gemini when searching for a new electricity rate plan. Also unsurprising: Younger consumers under the age of 30, in particular, use AI applications in addition to customer review sites to learn about energy providers’ offers.
It’s not just about finding the lowest rate per unit. Consumers also research contract terms, potential pitfalls, and the origin of the electricity. These findings come from a study by the Cologne-based market research firm Sirius Campus.
According to a press release, AI-powered searches lead significantly more often to a rate change with the current electricity supplier than to a complete switch to a different provider. For municipal utilities and other regional providers, this could be an opportunity to retain customers who are considering switching.
However, their offers must also be discoverable in digital searches. Sirius Campus Managing Director Oliver Gaedeke sees this as an opportunity to use a “professional GEO strategy” to highlight the specialized advisory and service offerings of smaller energy providers. GEO stands for Generative Engine Optimization and refers to the optimization of content for AI-powered search systems.
A low price alone is no longer enough
The study also shows that quality seals, positive customer reviews, and additional services influence the decision on which plan to choose. A low price alone is therefore not enough to appeal to all customer groups. According to Sirius Campus, higher prices can be partially offset by additional services, price guarantees, and a positive provider image.
The German electricity market is characterized by diverse customer groups. While some households regularly search for cheaper offers and switch providers, others remain loyal to their provider for years.
According to the study, 26 percent of households have switched electricity providers at least three times in the past ten years. These “price hoppers” are primarily driven by cost. In contrast, 30 percent of households have remained loyal to their current provider over the same period.
Municipal utilities, however, account for only 36 percent of new contracts, even though they hold a 61 percent market share. In contrast, national energy providers account for 28 percent of new contracts with an 18 percent market share. Green energy providers and low-cost online providers are also gaining an above-average number of new customers relative to their market position.
For the study “Offering and Loyalty Strategies in the Electricity and Natural Gas Tariff Market,” Sirius Campus surveyed a total of 925 people in September 2026 who make or help make decisions regarding energy contracts in their households, according to the company. According to the company, the survey is representative of private households in Germany.
Author: Stefan Sagmeister