Gen AI has moved into the mainstream, garnering broad use by Gen Z and millennial shoppers (74%), and a fast-rising 45% of boomers.Shutterstock
A new Acosta Group AI-focused shopper study signals that generative AI is rapidly becoming part of the shopper journey, with 34% of shoppers using AI tools to shop and nearly half of Gen Z shoppers influenced by AI in recent purchase decisions.
"Success," said John Carroll, president of Connected Commerce for Acosta Group, "requires brands to build new or elevated pathways for their products to be understood, recommended, compared and selected by any AI."
Gen AI has moved into the mainstream, 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.
As anticipated, shoppers report saving money, product comparisons, saving time and product research as their primary reasons for using an AI tool. Fifty-five percent of Gen Z shoppers who use AI tools are using AI as they shop in store. AI usage remains highest for frequently purchased product categories, ...