Artificial intelligence is rapidly becoming a central influence on how consumers shop, with new research showing that shoppers now rely on AI tools to guide purchase decisions, assess trust, and shape expectations.
A study by Acosta Group highlights how the rise of generative AI is transforming retail, particularly in the grocery sector.
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Consumers turn to AI for shopping support
According to the survey of more than 1,000 U.S. shoppers, awareness of AI is nearly universal, with 99% of respondents familiar with the technology.
Seven in ten shoppers said they had already used AI tools such as ChatGPT, Microsoft Copilot or Google Gemini to support shopping tasks, including comparing prices, researching products and making purchases.
By contrast, retailer-specific assistants such as Walmart’s Sparky and Amazon’s Rufus have seen limited uptake, with fewer than 15% of shoppers reporting use.
Younger consumers, particularly Gen Z, are showing the highest levels of engagement, with over half of Gen Z users saying they trust generative AI more than traditional sources.
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By GlobalDataGrocery leads AI-assisted shopping
Grocery is the leading retail category for AI adoption. More than one-third of shoppers have used AI when shopping for groceries, whether to research, browse or buy.
Other categories following closely behind include health and wellness (28%), electronics (27%) and beauty and personal care (25%).
The study suggests that AI-driven discovery narrows consumer choice, with shoppers typically exposed to only a few recommended products.
This shift challenges traditional digital and physical shelves, where consumers might previously browse dozens of options. For brands, visibility in AI-powered environments is becoming essential to remain competitive.
Trust and transparency remain critical
Despite enthusiasm, concerns over privacy, fraud and autonomy remain significant barriers. While 58% of shoppers trust AI to help secure the best deal and half trust it for product reviews, only 12% are comfortable allowing AI to make purchases without their approval.
However, nearly one-third of respondents said they would consider delegating grocery shopping to an AI agent in the future.
Experts say that trust, transparency and data protection will be critical for wider adoption. Brands are being urged to adapt content for AI discovery, provide accurate product details, and collaborate with retailers to strengthen visibility in AI ecosystems.
The findings underline a pivotal shift: as AI tools increasingly act as “gatekeepers” in retail, influencing what products shoppers see and choose, brands and retailers will need to evolve strategies to stay relevant in this new era of shopping.
