AI

AI emerging as a shopping channel

Adobe Stock

October 1, 2026

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Generative artificial intelligence is fast becoming part of the shopper journey with over a third of consumers, 34%, using AI tools to shop. That's the top finding of an Acosta Group study, "AI Shopper Study," that reveals AI has broad use among Gen Z and millennials and is rising among Boomers, according to a press release.

Shoppers report saving money, product comparisons, saving time and product research as top reasons for using an AI tool.

Over half, 55%, of Gen Z shoppers who use AI tools are using AI as they shop in store.

"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," Kathy Risch, SVP shopper insights and thought leadership for Acosta Group, said in the release. "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."

Half of Gen Z and millennials who use AI tools reported AI had influenced their buying decisions in the past three months.

The study polled 1,271 U.S. shoppers of at least one retail channel in the prior three months.