Artificial intelligence (AI) is playing an increasingly pivotal role in the online shopping and search habits of U.S. consumers, as highlighted in a recent survey. The survey, conducted with a sample of 1,000 U.S. adults, reveals significant shifts in how people are interacting with AI in their digital experiences.
The results indicate that 45% of Americans have utilized AI-powered search tools, such as chat-based engines and AI-generated results. In contrast, only 27% reported not experimenting with these advanced tools. Notably, 17% of respondents indicated they rely on AI search more than traditional search methods.
The growth in AI adoption is primarily attributed to the enhanced relevance and convenience it provides. One in four respondents pointed to accurate and relevant results along with user-friendliness as key incentives for embracing AI-driven search while shopping online.
The seamless integration of AI into native search environments across apps and websites is instrumental in crafting a more personalized shopping experience. Survey findings reveal that 69% of Americans have engaged with AI-generated prompts and search results, with 53% likely to continue doing so.
Personalization ranks as the most valued aspect of AI-driven technologies, with 27% of consumers highlighting the importance of tailored results based on their inputs. Other beneficial features reported included improved shopping experiences and real-time suggestions based on user intent.
The survey further uncovers that AI is emerging as a digital personal shopper, with 47% of participants employing AI tools during online shopping, and a quarter of that group using them frequently. This trend aligns with observations from the industry, which noted a substantial rise in generative AI traffic to retail sites.
Despite this growth, the survey indicates that generative AI has not yet surpassed traditional channels like paid search in overall traffic. An important finding is that while 47% reported using AI tools, 40% have not utilized them in their shopping experiences.
Demographic insights reveal that younger consumers, particularly Millennials and Gen Z, are more amenable to AI-powered search compared to older generations. Men showed a higher engagement with AI tools across several metrics:
– 30% of men interact with AI-generated results versus 20% of women
– 30% of men value ease of use versus 21% of women
– 20% of men rely more on AI-powered search compared to 14% of women
However, skepticism persists, as about 20% of respondents expressed disinterest in using AI for search or shopping. This suggests a need for more focused communication to illustrate the advantages of AI-driven solutions.
As AI technology continues to mature, the survey highlights a growing, albeit uneven, acceptance among consumers. Advertisers and publishers stand to benefit from this shift by incorporating AI into their native search experiences and clearly showcasing how it enhances relevance and personalization in the shopping journey.
