Studying Time: 4 minutes
You thought generative AI simply entered the chat? Nicely, it didn’t cease there. It pulled up a chair, grabbed your procuring listing, and began making strategies.
From product analysis to deal searching, instruments like ChatGPT have gotten a staple of the web procuring expertise. And the large gamers aren’t sitting it out as OpenAI is constructing an AI-powered checkout circulation. Amazon, Walmart, and Mastercard are all testing agentic instruments. And at this level, it’s much less idea, extra infrastructure.
Not everyone seems to be handing over their wallets simply but. However AI is already shaping what results in the cart.
In July 2025, we surveyed 4,000 adults throughout the US, UK, Canada, and Australia to learn how consumers are literally utilizing AI and the place they nonetheless draw the road.
Right here’s what we discovered.
Fast-glance findings
We’re finished with the experimental section — Gen AI has formally gone mainstream in on-line procuring:
- Round 50% of web shoppers in every nation use Gen AI for ecommerce duties not less than as soon as a month
- ChatGPT dominates and is most popular by 46% of respondents who use AI for procuring
- 1 in 4 say ChatGPT provides higher product strategies than Google
- 85%+ report not less than one concern: privateness, AI fatigue, or dangerous suggestions
- 1 in 3 consumers nonetheless don’t need AI dealing with checkout
Briefly, AI has earned a seat on the procuring desk, however not full management of the pockets simply but.
Now let’s go deeper into these findings.
How shoppers are literally utilizing AI for procuring
Futuristic fantasies apart, the best way common individuals are utilizing Gen AI for procuring is… Nicely, common and anticipated.
Throughout the U.S. (53%), UK (50%), Canada (49%), and Australia (49%), round half of shoppers now use Gen AI instruments like ChatGPT, Amazon Rufus, and Google Gemini for procuring duties not less than as soon as a month.
High use circumstances are:
- Product analysis — 57% (U.S.), 33% (CA), 34% (UK), 34% (AU)
- Product suggestions — 45% (U.S.), 26% (CA), 28% (UK), 27% (AU)
- Discovering offers — 40% (U.S.), 20% (CA), 19% (UK), 18% (AU)
Amongst these utilizing AI, ChatGPT is the clear favourite. Throughout all 4 nations, 46% of customers identify it their go-to assistant — rising to 65% within the U.S. As well as, 25% of U.S., 25% of UK, 26% of Canadian, and 27% of Australian consumers say ChatGPT’s suggestions beat Google’s.
However why the shift?
As our Ecommerce Knowledgeable Marty Bauer explains: “Googling usually means adverts, search engine marketing content material, and dozens of open tabs earlier than you discover what you want. Gen AI tends to behave like a educated good friend — it distills, summarizes, and factors you in the suitable route with out the noise.”
AI’s rising enchantment and its limits
Comfort is successful over extra consumers, however not with out concern.
Throughout all 4 nations, about 27–29% of shoppers say AI makes on-line procuring really feel much less overwhelming. Some even belief AI strategies greater than influencers or buddies.
So the arrogance is certainly beginning to present: 13.9% of Australians, 13% of Brits, 12.5% of People, and 10.8% of Canadians say they’re extra doubtless to purchase when AI helps their determination.
However belief solely goes thus far. Particularly with one thing that to common client eyes is so new and nonetheless comparatively unknown.
85%+ report not less than one concern, together with:
- Privateness and information safety — 43% (U.S.), 41% (CA), 42% (UK), 45% (AU)
- AI misinterpreting preferences — 37% (U.S.), 38% (CA), 40% (UK), 36% (AU)
- Irrelevant strategies — 35% (U.S.), 40% (CA), 37% (UK), 36% (AU)
- AI overuse — 26% (U.S.), 28% (CA), 27% (UK), 27% (AU)
As well as, round 32% consumers in every nation nonetheless really feel reluctant to let AI deal with purchases on their behalf.
“Openness to AI is clearly on the rise,” Marty says. “However there’s a giant distinction between providing useful strategies and giving somebody entry to your pockets. As belief points stay, ecommerce manufacturers have to be crystal clear about the place, why, and the way they use AI.”
What this implies for ecommerce
Gen AI is not a novelty.
Customers are already utilizing AI to discover, examine, and filter. However that doesn’t imply they’re able to outsource all the things. The bar is ready greater — AI must be genuinely useful, reliable, and clear.
Need the complete dataset or an professional interview?
Attain out to press@omnisend.com for extra.
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