Digital financial services provider Zip Co Limited has released new research supporting the case that artificial intelligence is rapidly becoming embedded in the modern shopping journey, with 79% of shoppers using AI for research and learning, and 66% using it to compare products, brands or services.
Shoppers in the United States are adopting AI tools to discover, evaluate and purchase products with greater confidence, Zip noted. In a survey it conducted with U.S. shoppers, 68% of consumers responding reported using an AI tool within the past three months, and 65% said they engage with AI at least weekly.
Other findings include, according to Zip:
- 77% of shoppers say AI has some or a lot of influence on their purchase decisions.
- 79% of shoppers say they want full control over their final purchase decisions.
- 24% of shoppers used AI to help with a shopping or purchase decision over the past three months.
Although they’re still learning about artificial intelligence completing purchases, the research suggests AI is becoming an increasingly influential part of the path to purchase, Zip asserted. In the survey, 48% of consumers said AI helped them make purchase decisions faster and 35% said it introduced them to new products or brands they may not have otherwise considered.
“AI is reshaping how Americans shop, and our shoppers are leading that shift,” said Joe Heck, Zip U.S. CEO, in announcing the survey results. “What this research shows is people are using AI to shop with more intention and confidence. Whether it’s researching products, comparing alternatives, or validating a purchase, AI is becoming an increasingly important part of the shopping journey.“
