Editor’s note: This research was conducted by Exploding Topics, the trend discovery platform owned by Semrush, and is republished here with permission. Data is drawn from a proprietary survey of 1,009 US consumers. Full methodology appears at the end of this article.
More than three in four consumers have used AI to help with shopping or purchasing decisions in the last six months, according to new research from Exploding Topics.
AI tools like ChatGPT and Google Gemini have been absorbed into weekly shopping routines. The technology has rapidly become a staple of product research and price comparison, for everything from clothing to groceries.
But at the same time, we found significant and widespread discomfort about the next chapter in AI commerce.
The very same people who are eagerly embracing AI to shop often draw the line at empowering AI to spend. “Skepticism” is the prevailing attitude about tools like ChatGPT’s short-lived Instant Checkout, while even something as simple as storing card details with an AI chatbot makes consumers uncomfortable.
Looking ahead, shoppers expect AI to become ever more prominent in their buying habits. But this research highlights some significant barriers that will need to be overcome before that can truly happen.
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Part 1: The AI Commerce Surge
AI is an increasingly ubiquitous shopping tool
To get a baseline, we first asked respondents how they would describe their use of AI generally. This yielded a striking response.
Of the 1,000+ people we surveyed, almost half reported using AI frequently. But more eye-catchingly, only 9.81% had never used an AI tool.
High adoption was a recurring theme when we asked about AI commerce specifically. 43.21% of consumers are using AI to help with shopping at least once a week, with well over half of shoppers using the technology at least monthly.
Among “frequent” AI users, only 2.76% had never used the technology to help with shopping or purchasing decisions. That figure rose to 22.4% overall, leaving over three-quarters of consumers who have at least tried using AI for shopping.
Even among the over-60s, more than half (52.78%) reported using AI for shopping in the last six months. 18.75% of them use AI shopping tools weekly or more.
We put the next set of questions exclusively to the 77.6% of respondents who have adopted AI commerce, in order to better understand how they are using AI to shop.
How are consumers using AI to shop?
“AI commerce” is a broad term that can capture a wide range of consumer activities. We wanted to find out exactly how people are incorporating AI into their purchases.
Product research emerged as the leading use case, adopted by more…
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