Generative AI is rapidly becoming part of the journey for shoppers across generations, with Gemini already routinely used by 25% of shoppers.
That's according to an AI-focused shopper study by Acosta Group, which revealed that 34% of shoppers are using AI tools to shop and nearly half of Gen Z shoppers were influenced by AI in recent purchase decisions. Usage remains highest for frequently purchased product categories, including grocery and household items, and health and wellness products.
Generative AI is garnering broad use by Gen Z and millennial shoppers (74%), and a fast-rising 45% of boomers. ChatGPT and Google Gemini are shoppers' preferred tools, with Gemini already routinely used by 25% of shoppers when searching online for products.
In other findings, shoppers report saving money, product comparisons, saving time and product research as their primary reasons for using an AI tool. Over half (55%) of Gen Z shoppers who use AI tools are using AI as they shop in store.
"Success requires brands to build new or elevated pathways for their products to be understood, recommended, compared and selected by any AI," said John Carroll, president of connected commerce for Acosta ...