Consumer Behavior

Most consumers would use GenAI as shopping assistant

Photo: Adobe Stock

September 18, 2025

More than 70% of consumers would use GenAI for holiday shopping and the number is much higher (85%) when it comes to Gen Z and millennial shoppers.

Those are top findings from a Coveo holiday report, "Shoppers Say Yes to GenAI This Holiday Season," which polled 6,000 U.S., U.K., Australia and New Zealand adult consumers.

The survey, conducted in partnership with Arlington Research, reveals a potential disconnect between consumers' readiness for AI-powered shopping assistance and the slower pace of adoption among retailers, according to a press release.

Last year, only 31% of shoppers said they would use a virtual assistant for gift buying, according to the report.

Shoppers are looking to GenAI for practical assistance, with 41% wanting help comparing products, 35% seeking budget-based recommendations, and 31% wanting to learn more information about products.

"Consumers are not just open to GenAI in their shopping journeys, they're actively seeking it out," Peter Curran, GM of commerce at Coveo, said in the release. "The industry has seen some early experimentation, but retailers have been hesitant to fully embrace GenAI-powered shopping tools. This report clearly signals a significant missed opportunity for retailers to truly differentiate themselves, reduce shopper stress, and drive conversions this holiday season by leaning into intelligent, conversational discovery."