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The Chapters
1. Who shops with AI—and how often
2. The shopping decisions people bring to AI
3. How shoppers make decisions in AI conversations
4. Shoppers still look beyond AI for proof
5. Where shoppers buy—and how much they’re willing to let AI handle
6. Turning an AI-assisted purchase into a lasting relationship
7. Brands can influence the next AI-assisted purchase
Who shops with AI—
and how often
Shoppers can use AI to discover products, compare options, and find the best price—all before a brand knows they’re in market. But other sources still have influence. AI-assisted shoppers also turn to social media, word-of-mouth, editorial review websites, retailer websites and stores, and search engines.
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Most AI-assisted shoppers use AI for at least half the products they shop for online
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
AI-assisted shoppers are more research-oriented
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
Shoppers who don’t use AI for shopping cite habit and trust concerns
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
What younger generations reveal about the future of AI in shopping
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
The shopping decisions
people bring to AI
For 85% of AI-assisted shoppers, making the right choice felt important in a recent shopping experience they described. As shoppers turn to AI to weigh their options on these important decisions, they give it a role in defining what a good choice looks like.
AI supports shoppers across the journey
—from discovery to purchase
Evaluation is the most widely reported use of AI for shopping
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
AI-assisted shoppers are more research-oriented
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.
AI often influences which products and brands shoppers consider or choose
68% of consumers surveyed used a general AI chatbot (such as ChatGPT, Gemini, Claude, or Perplexity) for at least one shopping task in the past three months. We call this group AI-assisted shoppers.
61% of AI-assisted shoppers use AI tools for shopping at least once a week, and 90% do so at least monthly.
What’s more, AI plays a role in a substantial share of their online shopping. Nearly two-thirds of AI-assisted shoppers (63%) used a chatbot for at least half of the products they shopped for online in the past three months.