GenAI drives 35% rise in AI-led shopping from Feb–Nov 2025: Survey

The study showed that GenAI is rapidly becoming a trusted companion in everyday purchasing, helping shoppers research products, compare brands, evaluate quality and identify the best places to buy, BCG said in an article based on the survey.

Globally, awareness of GenAI has risen by 12 percentage points over the past two years, while actual usage has surged by 25 points, highlighting how rapidly the technology has become part of everyday life. BCG said awareness is now close to universal, and once consumers begin using GenAI, they tend to remain active users, with 66 per cent engaging with it at least weekly.

One respondent summed up its appeal by saying it was “like having an open conversation with an expert”, delivering fast, accurate answers without the need to trawl through multiple websites.

Beyond work and personal organisation, shopping has emerged as one of the most common uses. Consumers increasingly rely on GenAI to explore categories such as fashion, beauty, personal care, groceries, home decor, travel, health products and household essentials, making it relevant for a broad range of brands and retailers.

Shoppers use GenAI at multiple stages of the purchase pathway, from early-stage discovery to final decision-making.

What makes GenAI stand out is not just speed, but the way it delivers information. More than 60 per cent of respondents said they trust AI-generated results, often more than advertising, influencer content or sponsored search links. Many cited the clarity and objectivity of AI responses, the ability to ask follow-up questions, and the personalised nature of recommendations.

“It takes out all the guesswork of scrolling through ads and opinions and gives you the direct answer,” one consumer told BCG, while another noted that AI felt more like a “free-flowing conversation” than a search engine.

BCG’s research suggested that GenAI’s greatest value lies in the confidence it gives shoppers. By weighing pros and cons, comparing options and tailoring advice to individual needs, AI helps consumers feel more certain about their final choices, particularly in categories involving trade-offs between price, quality, features and suitability.

For companies in sectors such as apparel and home, GenAI is fast becoming a critical new touchpoint alongside search, social media, stores and brand websites. BCG warned that brands that fail to appear clearly and accurately in AI-generated answers risk losing visibility and market share.

The consultancy advised businesses to optimise their content for answer-first experiences, ensuring product information, comparisons and proof points are structured in a way that large language models can easily interpret and present. This includes adopting approaches such as answer engine optimisation and generative engine optimisation, as well as maintaining consistency across websites, social channels and third-party platforms.

For India, the survey found that GenAI has firmly entered the mainstream, with awareness reaching 94 per cent and usage rising to 62 per cent, putting the country among the highest-adoption markets worldwide. Its use now spans both professional and consumer decisions, with 63 per cent of users relying on these tools at work and 64 per cent using them to research brands and products during the purchase journey, signalling growing implications for brands.

“GenAI is now playing a significant role across consumer discovery, evaluation, and decision-making. With adoption extending across personal and professional decisions, brands in India will need to ensure they are effectively represented in AI-enabled journeys through clear value propositions, high-quality data, and responsible AI practices,” said Kanika Sanghi, partner and director, BCG.

As GenAI continues to embed itself in everyday shopping, BCG concluded that the brands which adapt fastest—by making their value propositions clear, credible and AI-ready—will be best placed to win consumer trust and influence in an increasingly conversational, AI-driven retail landscape.

ALCHEMPro News Desk (SG)