80% of Shoppers Use AI
Artificial intelligence has rapidly moved from a future technology to an everyday shopping companion. Recent research from Retail Dive’s Studio found that 80% of shoppers now use AI during their purchasing journey, highlighting just how quickly consumer behaviour is evolving. and representing a fundamental change in how customers discover products, compare options, and make purchasing decisions.
At its core, AI is transforming shopping by helping customers find information faster and make more informed decisions. Rather than manually browsing multiple websites, comparing specifications, or reading countless reviews, shoppers are increasingly turning to AI-powered tools to do the heavy lifting. AI assistants can answer questions, recommend products, summarise reviews, compare features, and even help customers identify the best option for their specific needs.
The rise of AI-powered shopping is changing the traditional customer journey. Historically, consumers would search for a product, review multiple websites, compare alternatives, and eventually make a purchase decision. Today, AI is increasingly acting as an intermediary, delivering curated recommendations and synthesised information before a customer even visits a retailer’s website. This creates a more efficient experience for shoppers but also changes how brands compete for visibility.
This means discoverability is no longer driven solely by traditional search rankings. Brands must increasingly consider how AI systems interpret and present their products and content. Product descriptions, specifications, customer reviews, and structured data all contribute to how effectively AI can understand and recommend a product. Businesses that provide clear, accurate, and comprehensive information are more likely to be surfaced within AI-generated recommendations.
The growth of AI shopping tools also highlights the importance of trust and authority. As consumers rely more heavily on AI-generated insights, the quality and credibility of information become increasingly important. AI systems favour content that appears reliable, relevant, and well-structured. This means businesses must invest in strong product content, authentic customer reviews, transparent policies, and authoritative information that supports both human shoppers and AI-driven discovery systems.
Personalisation is another major driver behind AI adoption. Modern AI tools can analyse customer preferences, browsing behaviour, and purchase history to deliver tailored recommendations that feel highly relevant. This helps reduce decision ambiguity, simplifies product selection, and creates more engaging shopping experiences.