In Kazakhstan, 60% of users say they are ready to choose and pay for goods via neural networks. These data come from a May Yandex Ads study, which surveyed 1,800 residents of the country. The survey shows the audience's stated intention, but for the fintech market, it is an early signal of shifting consumer habits.
What happened
As LSM reports, neural networks are gradually taking over a portion of classic search traffic. According to Madina Seisengaliyeva, Head of Yandex Ads in Central Asia, Yandex Search receives about 2 million questions for AI daily—this is approximately a quarter of all queries in the system within the country.
The audience uses different formats to access the technologies: 41% prefer standalone apps, 37% use built-in AI in search, and 22% turn to voice assistants on smartphones. At the same time, 57% of respondents still consider themselves beginners in working with neural networks. The share of advanced users is higher among young people aged 18–24, at 41%.
The main motives for using AI before a purchase are finding the best prices, comparing reviews, and saving time. Over the past three months, Kazakhstanis most often searched via neural networks for medicines and dietary supplements (39%), clothing and footwear (32%), household appliances (30%), and food (25%).
Country and market
The study covers only users in Kazakhstan. Yandex Ads does not disclose the full methodology of the survey or the market share of its search engine in the country, so the data reflect a general trend rather than exact conversion. Users are starting to search for goods directly through algorithms. For e-commerce and the payment systems that serve it, this means a change in the customer's entry point.
Why it matters
The readiness of 60% of users to buy via AI is currently only an intention, not a confirmed action. However, the numbers show where the audience's interest is shifting.
If a customer makes a purchasing decision inside a neural network's chat window, banks and payment services will have to compete for the opportunity to embed their payment method or credit product there.
The question of trust remains open: only a third of respondents fully trust AI answers, while the rest treat recommendations selectively.
What's next
The study records high audience loyalty to the commercialization of AI responses. 80% of survey participants consider advertising in AI search useful if it helps them find the right product faster or provides an additional benefit.
For fintech companies, this opens the path for native integrations. Banks can test hypotheses by offering installment plans or targeted loans at the moment a user asks a neural network to select household appliances or compare prices for electronics.