One in Three Shoppers Now Use Generative AI to Guide Purchases

The research, conducted in May 2026, highlights that tools like ChatGPT and Google Gemini have moved beyond novelty to become essential shopping companions. While 74% of Gen Z and Millennial users rely on these platforms, a surprising 45% of Baby Boomers have also adopted the technology. Shoppers primarily turn to these systems for product comparisons, time management, and cost savings, particularly within the grocery, household, and health sectors.

Despite the rapid adoption, autonomous purchasing remains a hurdle. Only 22% of users trust AI to finalize a transaction on their behalf, a figure that rises to 35% among Millennials. Trust issues persist due to concerns over data privacy and the potential for biased or inaccurate recommendations. John Carroll, president of Connected Commerce at Acosta Group, suggests that success for brands now hinges on ensuring products are discoverable and accurately represented within the AI ecosystem. To capitalize on this shift, firms must prioritize transparency regarding data protection while refining their digital presence to ensure AI agents correctly identify and recommend their products during the consumer's research phase.