AI is influencing product discovery, comparison, and selection, according to new data from NielsenIQ.
Key findings from the new research include:
- 42% of consumers have used at least one AI tool to shop within the past month.
- 17% have used AI for product recommendations.
- 10% have used a voice assistant to purchase and/or reorder items.
- 19% use a subscribe or auto-replenish feature for repeat purchases.
- 10% have engaged with an AI-powered shopping assistant.
- 5% have used fully autonomous AI agents to place orders on their behalf.
“AI is not replacing the consumer, but it is dramatically reshaping how choices are made,” said Liz Buchanan, President of North America, NIQ. “The companies that win in this next era will be the ones that understand how to show up in those moments and deliver both value and trust.”
While consumers are increasingly open to AI-assisted shopping, most are not yet ready to fully delegate decisions. Instead, AI is being adopted as a tool to simplify and accelerate choices, according to the report.