Consumers are increasingly receptive to AI that helps them make confident, informed decisions, according to the results of a survey from analytics platform Contentsquare.
Shoppers are turning to the technology more frequently for clarity, efficiency and support, the company stated. Contentsquare reported 30% of respondents to the survey said they would be willing to let an AI agent complete a purchase on their behalf, signaling a growing openness to more advanced forms of AI-powered assistance.
In the survey, 76% of shoppers said they still begin with traditional search, and 24% said they now rarely use search engines. At the same time, 43% of shoppers declared themselves willing to engage with AI when the retailer effectively embeds it into the customer journey. Countentsquare indicated consumers respond best when AI enhances an existing brand experience rather than disrupting it.
As they shop, Contentsquare noted:
- 28% of consumers rely on online reviews and forums first, while 24% turn to retailer website search bars, familiar anchors in digital discovery.
- 19% now pick AI assistants as their primary research tool, suggesting AI has entered the core research process in a meaningful way.
- 38% trust AI for general research, 21% use it to find deals and promotions and 16% use it in side-by-side product comparisons.
- 18% of shoppers intentionally use AI most times they shop. However, AI hesitancy clearly remains, with 38% of consumers stating they either have no plans to use AI or intentionally avoid it altogether.
Countentsquare observed AI acceptance is greater in some sectors, including electronics, travel and telecom. However, a significant proportion of consumers will accept AI guidance in lifestyle and household categories in a cluster between 28% and 34% that expressed a willingness to give it a try, Countentsquare asserted.
Still consumers insist on accuracy, with 79% saying it is a critical factor in use, followed by speed (36%) and transparency (35%).
“AI is showing up in more moments of the shopping journey, but consumers respond best when it feels natural, when it helps them navigate choices, highlight what truly matters and cut through complexity,” said Jean-Christophe Pitié, Contentsquare chief marketing and partnerships officer. “People don’t want AI to take over. They want it to clear the path. This is a real opportunity for brands to design intelligence that fits seamlessly into the journey and lightens the mental load behind every purchase decision. Consumers want AI to do the boring parts of shopping, not the parts they enjoy. If technology can clean up the clutter – the comparison charts, the endless tabs – people stay in control and feel more confident. The big win for brands isn’t about flashy AI tricks, but intelligence that quietly works in the background and simply makes shopping better. That’s what builds consumer confidence, and ultimately, trust.”
