Consumer Behavior

AI assistant use doubles as more shoppers tap AI to handle buying process

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February 13, 2026

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The use of AI assistants among U.S. shoppers has more than doubled year-over-year, increasing to 35% from 12% in 2024 and over half of shoppers are open to AI handling the entire shopping process.

Those are top findings from Ayden's "2026 Retail Report."

The data reveals a turning point in shopper behavior, where AI has moved from an assistant role to an autonomous buyer, according to a press release.

The report also revealed that the vast majority of retailers (88%) are open to enabling AI to complete purchases on the shopper's behalf, with 56% prioritizing this technology for the year ahead.

Readiness is particularly strong among millennials, with over half (59%) willing to allow AI to make purchases on their behalf. This enthusiasm is reflected across multiple generations, including Gen Z (48%), Gen X (55%), and over one quarter of Baby Boomers (26%).

"We are starting to move beyond just the 'browsing' phase and entering into the 'buying' phase," Trevor Nies, SVP, global head of digital at Adyen, said in the release. "Over half of shoppers are ready for AI that not only suggests products but actually completes the purchase. This shift will fundamentally reshape how commerce operates, influencing retailers' end-to-end business strategies, from customer acquisition through loyalty and retention. To support this transformation at scale, the underlying infrastructure, including payments, must evolve accordingly."