CONSUMERS are increasingly relying on artificial intelligence to guide purchases, and many are prepared to let AI systems complete transactions on their behalf, according to a new global study.
The 2026 Consumer Research Study by the IBM Institute for Business Value, conducted in collaboration with the National Retail Federation, found that while 72 percent of surveyed consumers still shop in stores, AI-assisted shopping is rapidly gaining ground.
Global consumer use of AI applications such as ChatGPT has grown 62 percent over the past two years. Forty-one percent use AI assistants to research products, 33 percent to interpret reviews and 31 percent to search for deals.
AI SHOPPING Global consumer use of AI applications such as ChatGPT has grown over the past two years, including the use of AI assistants to research products, interpret reviews and search for deals. CONTRIBUTED PHOTO
Researchers describe the shift as a move from AI-assisted discovery to “agentic commerce,” in which autonomous AI agents can execute purchases once given goals and permissions.
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“AI is changing how consumers shop, and every aspect throughout the shopping journey,” said Caroline Reppert, senior director for AI and technology policy at the National Retail Federation. “As these technologies increasingly guide consumer discovery, comparison and choice, retailers that understand and respond to this shift will be best positioned to earn trust, relevance and long-term customer loyalty.”
The study surveyed more than 18,000 consumers in 23 countries and 200 retail and consumer goods executives in the third quarter of 2025.
From search to trusted conversation
Executives say AI is transforming not just transactions but also how consumers validate choices.
“AI is turning shopping into a trusted conversation, much more than a search. Consumers now rely on assistants that feel almost human, know their preferences, and offer neutral, best-for-me advice that reshapes how they validate and decide what to buy,” said Matthieu Houle, chief information officer at ALDO Group.
Consumers are also signaling openness to deeper integration. One in three respondents want super apps that combine commerce with other services, 30 percent seek smart homes with AI personal shoppers and autonomous delivery, and 29 percent favor effortless purchasing through social platforms.
Spending under pressure
The shift toward AI-driven commerce comes as consumers recalibrate spending amid economic strain.
More than half report economic pressure, including 39 percent of affluent households. One in three are trading down to cheaper alternatives or private-label products, while 25 percent continue to buy trusted brands even at higher prices.
Researchers identified five emerging consumer segments based on price sensitivity and engagement preferences: Affluent AI Leaders, Conscious Connectors, Smart Spenders, Habit-Driven Shoppers and Price-First Pragmatists.
Wellness remains a significant driver, with 30 percent saying diet and nutrition preferences affect purchasing decisions and 26 percent citing health and fitness goals.
Trust gap and readiness challenge
Despite growing adoption, trust remains a hurdle.
Fifty-two percent of consumers say they are comfortable sharing data, yet 83 percent express concerns about privacy, misuse and unwanted marketing.
Corporate readiness also lags. Fifty-four percent of surveyed brand executives report persistent cross-channel challenges, and 51 percent cite limited AI expertise.
“AI is not a magic wand,” said Stanislas Vignon, head of insights for AI and omnichannel at Louis Vuitton Moët Hennessy. “If you don’t have the right data, it doesn’t work. And you must test your solution to know whether it works and where it will bring value.”
The report concludes that brands must strengthen data governance, integrate systems across physical and digital channels, and ensure their products are discoverable and credible within AI-driven ecosystems.