One in three US shoppers trust AI to make purchases for them

The survey of 1,300 US consumers paints a picture of how online shopper attitudes are shifting or staying the same, highlighting how AI is gradually weaving itself into key moments of the customer experience. 76 per cent of shoppers still begin with traditional search, but nearly 24 per cent say they now rarely use search engines – a signal that discovery habits are beginning to diversify. Around 43 per cent willingly engage with AI when it’s seamlessly embedded into the customer journey by the retailer – reinforcing that consumers respond best when AI enhances the existing brand experience rather than disrupting it.

“AI is showing up in more moments of the shopping journey, but consumers respond best when it feels natural – when it helps them navigate choices, highlight what truly matters, and cut through complexity,” Jean-Christophe Pitié, chief marketing and partnerships officer for Contentsquare, said in a release. “People don’t want AI to take over; they want it to clear the path. This is a real opportunity for brands to design intelligence that fits seamlessly into the journey and lightens the mental load behind every purchase decision.”

Research behaviour is where AI is clearly making the biggest impact for consumers today, helping shape the discovery and purchase process. About 28 per cent of consumers rely on online reviews and forums first, while 24 per cent turn to retailer’s website search bars – familiar anchors in digital discovery. As many as 19 per cent now pick AI assistants as their primary research tool, signalling that AI has entered the core research process in a meaningful way and 38 per cent trust AI for general research, 21 per cent use it to find deals and promotions, and 16 per cent rely on it for side-by-side product comparisons. While 18 per cent of shoppers intentionally use AI most times they shop, an early-adopter signal, but AI hesitancy clearly remains, with 38 per cent of consumers stating they either have no plans to use AI or intentionally avoid it altogether, the study revealed.

“Consumers want AI to do the boring parts of shopping, not the parts they enjoy,” added Pitié. If technology can clean up the clutter – the comparison charts, the endless tabs – people stay in control and feel more confident. The big win for brands isn’t about flashy AI tricks, but intelligence that quietly works in the background and simply makes shopping better. That’s what builds consumer confidence, and ultimately, trust.”

ALCHEMPro News Desk (RR)