More than 60% of consumers now turn to ChatGPT, Gemini, and other AI tools for online shopping, according to new research from Bloomreach. The study of over 1,000 U.S. consumers reveals that AI is not just assisting shoppers—it’s fundamentally changing how they browse, search, and buy.
AI shopping assistants, such as Amazon’s Rufus, are rapidly gaining traction, with 57% of respondents having used one in the past six to nine months. Time savings, smoother navigation, and better recommendations were cited as the biggest perks, while half of respondents said they’d be even more likely to use AI if it remembered personal preferences like size and style.
Raj De Datta, co-founder and CEO, Bloomreach, said: “We have known for some time that AI would fundamentally change the way consumers approach online shopping, but it’s now clear we’re no longer talking about the future — we’re talking about the now. Consumers have new expectations for online shopping…it’s up to brands to meet them where they are or risk falling behind.”
AI’s influence extends beyond virtual assistants, as it is also changing search habits. While consumers are still not eager to hand over purchasing to AI, more than a third of them type full questions into search bars instead of relying on traditional keywords. Whether asking, “What do I wear to a black-tie wedding?” or “Which sneakers are best for running?” shoppers expect ecommerce sites to understand them. In fact, 93% believe it’s crucial for online retailers to process natural language queries.
Interestingly, consumers of luxury items are embracing all sorts of AI-enhanced tools that make the shopping experience more personal and enjoyable. Are they seeking a unique touch, or do they just want to ensure they’re getting the best deal possible?