Half of online shoppers now use Gen AI, led by ChatGPT: Omnisend

In a survey of 4,000 adults across the US, UK, Canada, and Australia, Omnisend explored how consumers are embracing AI in their shopping journeys — and where they still draw the line.

Across the US (53 per cent), UK (50 per cent), Canada (49 per cent), and Australia (49 per cent), around half of consumers now use Gen AI tools like ChatGPT, Amazon Rufus, and Google Gemini for shopping tasks at least once a month.

Among these AI users, ChatGPT emerges as the clear favorite, chosen by 46 per cent of respondents as their go-to shopping assistant. In the US, that number jumps to a striking 65 per cent.

Notably, 25–27 per cent of shoppers across all countries believe that ChatGPT's recommendations outperform Google’s.

“Googling often means ads, SEO content, and dozens of open tabs before you find what you need. Gen AI tends to act like a knowledgeable friend — it distills, summarises, and points you in the right direction without the noise,” e-commerce expert Marty Bauer explained.

Convenience is winning over more shoppers, but not without concern. Across all four countries, about 27–29 per cent of consumers say AI makes online shopping feel less overwhelming. Some even trust AI suggestions more than influencers or friends.

So the confidence is definitely starting to show: 13.9 per cent of Australians, 13 per cent of Brits, 12.5 per cent of Americans, and 10.8 per cent of Canadians say they’re more likely to buy when AI supports their decision.

In addition, around 32 per cent shoppers in each country still feel reluctant to let AI handle purchases on their behalf.

“Openness to AI is clearly on the rise,” Marty said. “But there’s a big difference between offering helpful suggestions and giving someone access to your wallet. As trust issues remain, ecommerce brands must be crystal clear about where, why, and how they use AI.”

Gen AI is no longer a novelty. Shoppers are already using AI to explore, compare, and filter. But that doesn’t mean they’re ready to outsource everything. The bar is set higher — AI has to be genuinely helpful, trustworthy, and transparent.

ALCHEMPro News Desk (RR)