AI Is Now the Shopping Buddy Most U.S. Consumers Can’t Live Without

It feels like just yesterday we were scrolling through endless product pages, trying to decide what to buy. Now, according to a fresh Zip Research study, most of us have a new side‑kick in the mix: artificial intelligence.

The survey, which asked 1,755 U.S. shoppers about their recent habits, revealed that 68 % of respondents tapped an AI tool at least once in the past three months. And that’s not a one‑off fling – of those, a solid 65 % said they’re chatting with an AI every week, turning the technology into a kind of digital shopping assistant.

What are they using it for? Plenty, it turns out. A whopping 79 % said AI helped them “research and learn” about products, while 66 % leaned on it to compare brands, features and prices. In other words, AI is doing the heavy lifting of product homework, freeing shoppers to focus on the fun part of deciding.

And the influence is real. About 77 % of the AI‑using shoppers reported that the technology had “some or a lot” of sway over what they ended up buying. Yet, oddly enough, the same group – 79 % – insisted they still wanted full control over the final purchase decision. It’s a classic love‑hate relationship: we love the guidance, but we don’t want to hand over the reins entirely.

Still, half of those polled – 51 % – said they’d be comfortable letting an AI complete a purchase on their behalf. That’s a pretty bold vote of confidence, especially when you consider that 48 % said AI helped them decide faster, shaving time off the usually tedious decision‑making process.

Even the discovery factor is interesting. Roughly 35 % admitted that AI introduced them to products or brands they never would have stumbled upon otherwise. And while only 24 % said they’d actually used AI to help with a shopping decision in the last three months, that number is likely to climb as the technology gets smarter and more woven into everyday apps.

“AI is reshaping how Americans shop… the future of commerce won’t be about replacing human decision‑making, it will be about empowering better decisions through technology,” said Joe Heck, US CEO of Zip Co Limited. His words capture the ambivalence many feel – excitement about a tool that can streamline the hunt, tempered by the desire to keep the final say.

All told, the data paints a picture of a marketplace in transition. AI is no longer a futuristic gimmick; it’s a practical part of the buying journey for most U.S. consumers. Whether that leads to smoother checkout experiences, more personalized recommendations, or just a quicker scroll‑through, only time will tell. One thing’s certain, though: the shopping aisle of tomorrow will be powered by algorithms, and shoppers are already on board.