Marketing and business services specialist Acosta Group released survey results suggesting AI is increasingly viewed as its own shopping channel, as more consumers, especially younger ones, use it as a purchasing aid.
Already, 34% of consumers use AI tools, including third-party options like ChatGPT, to shop, and almost half of Gen Zers report that AI influenced recent purchase decisions, according to the Acosta Group.
Although consumers still view it with some trepidation, AI autonomous purchasing could progress as consumers become more comfortable with the technology overall, the company added.
Artificial intelligence is increasingly mainstream, Acosta Group observed, as 74% of Gen Z and Millennial shoppers have used it for at least some purpose. At the same time, AI use is rising quickly with Baby Boomers: 45% have engaged with artificial intelligence in some context. Among third-party providers, ChatGPT and Google Gemini lead, with Gemini already routinely used by 25% of shoppers when they search online for products.
Trust is often cited as an issue in AI shopping, yet Acosta Group noted that 60% of consumers using AI tools said it is as trustworthy as other sources they tap while shopping. However, Acosta pointed out that the study suggests trust suffers damage when AI delivers incorrect or misleading data. In addition, shoppers worry that AI recommendations are biased by ads, further highlighting the need for brands to provide accurate details across all platforms.
Respondents to the survey said they’ve mainly used AI to help them save money when they shop, as well as to make product comparisons, save time and advance product research. For shoppers influenced by AI, the primary impact was in helping them choose from among product options. Yet, traditional preferences remain evident as almost half of respondents said they would lean toward selecting a known brand if given an unfamiliar option. Meanwhile, 40% of participants said they tried a new brand because of AI, highlighting opportunities for discovery.
Their engagement with AI isn’t limited to home or work, especially for younger consumers, with 55% of Gen Zers saying they use AI tools while shopping in stores. Acosta Group said AI use remains highest in frequently visited shopping categories, including household items and groceries, as well as health and wellness products. Half of Gen Zers and Millennials who use AI tools said the tech influenced their buying decisions in the previous three months.
Autonomous purchasing remains an AI challenge, Acosta Group observed. In the survey, just 22% of consumers using Gen AI for shopping said they trusted agents to make purchasing decisions for them. However, that number increases to 35% for Millennials. Although about half of consumers are not terribly concerned about the issue, Acosta maintained that transparency on consumer data storage still remains an issue for 48% of all shoppers. When it comes to data sharing, younger shoppers are more willing to provide AI with information on personal details, a photo or medical history.
“Shoppers’ trust in AI for product recommendations has been slow in evolving to allow agents to make purchases on their behalf, reflecting concerns for the privacy of their own lives and those of their families,” said Kathy Risch, Acosta Group senior vice president of shopper insights and thought leadership. “The more value shoppers experience with AI, the more likely they will share information, especially as brands and retailers provide transparency on how it will be protected. Companies that earn shopper trust now will be best positioned as AI becomes a more active purchase agent.”
