Generative AI Shapes Consumer Shopping Trends and Brand Discovery

The recent Acosta Group study reveals a significant shift in consumer behavior, with generative AI emerging as a pivotal shopping channel. As of September 2026, 34% of shoppers are now utilizing AI tools for their purchasing decisions, with an even more pronounced impact among younger demographics—nearly half of Gen Z shoppers report AI's influence on their recent purchases. This trend signals a transformative moment for retailers and brands, necessitating a strategic reevaluation of how they engage with consumers in an increasingly AI-driven marketplace.

The adoption of generative AI is particularly pronounced among younger consumers, with 74% of Gen Z and millennials incorporating these tools into their shopping experiences. Interestingly, 45% of baby boomers have also begun using AI for shopping, indicating a broadening appeal across age groups. Tools like ChatGPT and Google Gemini have emerged as favorites, with Gemini being used by 25% of shoppers for product searches. This widespread acceptance underscores the need for brands to adapt their marketing strategies to align with AI's growing role in consumer decision-making.

The study highlights several reasons for AI's rising popularity among shoppers, including cost savings, time efficiency, and enhanced product research capabilities. Notably, 55% of Gen Z users engage with AI tools while shopping in physical stores, suggesting that AI is not limited to online environments but is also influencing in-store experiences. This dual-channel usage presents both challenges and opportunities for retailers as they seek to integrate AI into their omnichannel strategies.

Trust remains a critical factor in the relationship between consumers and AI. Approximately 60% of users consider AI recommendations to be as trustworthy as traditional sources. However, concerns about data accuracy and bias in AI recommendations persist, particularly when misleading information is encountered. Transparency in data handling is paramount, with 48% of shoppers expressing apprehensions about how their information is stored and used. Brands that prioritize accuracy and transparency will likely foster greater consumer trust, positioning themselves favorably as AI continues to evolve as a shopping assistant.

Despite the growing influence of AI, the concept of autonomous purchasing still faces hurdles. Only 22% of AI users are comfortable allowing AI agents to make purchasing decisions on their behalf, a figure that rises to 35% among millennials. This hesitance reflects broader concerns about privacy and the implications of ceding control to AI. As shoppers gain more positive experiences with AI, their willingness to share personal information may increase, but this will depend heavily on brands demonstrating robust data protection measures.

The implications for brands and retailers are clear. To thrive in this new landscape, they must invest in understanding consumer needs and preferences, ensuring their products are discoverable by AI systems, and experimenting with innovative approaches to meet evolving shopper behaviors. John Carroll, president of Connected Commerce at Acosta Group, emphasizes the importance of developing a grounded, measurable strategy that aligns with the increasingly agent-driven shopping journey.

Looking ahead, brands that successfully navigate the complexities of AI integration will not only enhance their market presence but also redefine consumer engagement. The evolution from discovery to decision-making in the AI commerce stack will require a nuanced understanding of shopper behavior, necessitating a proactive approach to innovation and customer relationship management. Companies that prioritize these strategies will be better positioned to capitalize on the growing reliance on AI in the shopping experience, ultimately driving future growth in a rapidly changing retail environment.