JACKSONVILLE, Fla. — Artificial intelligence is increasingly a part of the shopping journey, with 34% of shoppers using AI tools to shop, according to a new Acosta Group study.
Generative AI use is particularly high among younger consumers, with 74% of Gen Z and millennial shoppers using it. Consumers primarily use AI to save money, compare products, save time, and conduct product research, with usage highest in frequently purchased categories, including groceries, household items, and health and wellness products.
AI is also influencing product selection. Half of Gen Z and millennial AI users said AI had influenced their buying decisions over the past three months. Among shoppers influenced by AI, 40% said they had tried a new brand.
“Success,” said John Carroll, president of Connected Commerce for Acosta Group, “requires brands to build new or elevated pathways for their products to be understood, recommended, compared and selected by any AI.”
Trust remains a barrier to autonomous purchasing. Only 22% of shoppers who use generative AI for shopping said they trust AI agents to make purchasing decisions, while 48% of shoppers remain concerned about how their data is stored and protected.
Acosta Group said brands should focus on retailer readiness, shopper understanding, AI discoverability and experimentation as AI plays a larger role in product discovery and purchasing.
The study was conducted May 15-21 among 1,271 U.S. shoppers.
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