Consumer Behavior
Consumers embracing AI to save time, find deals
October 15, 2025
The U.S. consumer is embracing AI for everyday benefits, from saving time to finding better deals and making smarter decisions.
Those are top findings from an adMarketplace report, "AI Search: The New Consumer Gateway to Product Discovery," that also revealed one in three consumers, 31%, prefer to search for products with AI compared to 21% who prefer legacy search sites.
General AI shopping assistants like ChatGPT and Gemini have quickly become the top choice, accounting for over 63% of AI discovery activity, according to a press release on the data. Over half, 51%, of shoppers over 65 have also engaged with AI shopping assistants.
"AI is fundamentally reshaping the consumer shopping journey," Asher Feldman, vice president of data platform at adMarketplace, said in the release. "As AI becomes a go-to consumer discovery channel, it's critical for advertisers and retailers to prioritize transparency, data stewardship, and user choice. Those who adapt quickly will be best positioned to capture attention and build loyalty in this new era of AI-driven search and commerce."
Additional findings include:
- 63% of consumers believe AI can help them save money or find better deals when shopping, while 55% believe AI surfaces better search and product results.
- 84% of consumers prefer AI that delivers results across multiple brands and retailers.
- Product comparison tools (33%) and real-time deal alerts (27%) are the most sought-after AI features.
- Four in 10 consumers use AI for research and discovery, and 37% rely on it to compare products side by side.
- Over half (57%) of consumers say AI helps them save time, while 58% are likely to purchase products featured in AI-generated results, and 52% are likely to buy based on AI recommendations.
- 24% of consumers also credit AI with easing decision fatigue.
- 62% of shoppers are worried about how their personal information is handled, making privacy and data usage their top concerns.
- 57% of men are concerned about inaccurate AI recommendations, while 36% of women are most concerned about transaction security.
- While just 30% of consumers have previously used AI for holiday shopping, 57% plan to do so this year, and one in four expect to complete over half their shopping with AI.
- Shoppers will rely on AI for discovery, deal hunting, and product comparisons — especially in electronics (58%), fashion (41%), home goods (37%) and toys (28%).
The survey was conducted by adMarketplace via Useberry and polled 1,018 U.S. consumers.
