Americans increasingly willing to let AI handle shopping decisions

The report, based on a survey of over 2,000 Americans, reveals that 73% of AI users now utilize large language models for initial product research, effectively allowing algorithms to shape preferences before a brand is even selected. This evolution is giving rise to what the agency calls a "validation economy," where consumers lean on AI to find options but rely heavily on human feedback—such as creator reviews and social media content—to confirm their final choices.

Automation is gaining significant traction in routine shopping, with half of consumers comfortable delegating purchases across multiple categories. Fashion retail shows particularly distinct behavior: AI-assisted shoppers spend 56% more than those who do not use the technology and are 23% more likely to search by aesthetic rather than brand name. According to Croud U.S. CEO Val Davis, this trend forces brands to rethink their strategies, focusing on building trust and visibility that appeals to both human shoppers and the machines guiding them. The findings suggest that companies succeeding in this new environment, like the wellness brand Thorne, are already moving away from keyword-heavy strategies toward intent-based content that AI systems can reliably surface.