Acosta Group: Generative AI moves into the mainstream — even boomers are using it
Generative AI is rapidly becoming part of the journey for shoppers across generations, with Gemini already routinely used by 25% of shoppers.
That’s according to an AI-focused shopper study by Acosta Group, which revealed that 34% of shoppers are using AI tools to shop and nearly half of Gen Z shoppers were influenced by AI in recent purchase decisions. Usage remains highest for frequently purchased product categories, including grocery and household items, and health and wellness products.
Generative AI is garnering broad use by Gen Z and millennial shoppers (74%), and a fast-rising 45% of boomers. ChatGPT and Google Gemini are shoppers' preferred tools, with Gemini already routinely used by 25% of shoppers when searching online for products.
In other findings, shoppers report saving money, product comparisons, saving time and product research as their primary reasons for using an AI tool. Over half (55%) of Gen Z shoppers who use AI tools are using AI as they shop in store.
“Success requires brands to build new or elevated pathways for their products to be understood, recommended, compared and selected by any AI," said John Carroll, president of connected commerce for Acosta Group.
[READ MORE: How AI makes individualized promotions — at scale — a reality]
Other insights from the Acosta report are below.
•AI's influence on purchasing is growing. Half of Gen Z and millennials who use AI tools reported that AI had influenced their buying decisions in the past three months.
•Generative AI continues to rank as trustworthy as other sources for 60% of all shoppers using the tool. However, transparency about how shopper data is stored and protected remains a concern for 48% of all shoppers.
•Autonomous purchasing remains challenging. In 2026, only 22% of those using Gen AI for shopping trust agents to make purchasing decisions for them. That number increases to 35% for millennials.
•For shoppers influenced by AI, its primary impact was helping them choose from among product options. The value of brand awareness and loyalty was apparent, as nearly half said they'd likely select a known brand if presented an unfamiliar option. However, 40% reported that they had tried a new brand, highlighting opportunities for discovery.
"Shoppers' trust in AI for product recommendations has been slow in evolving to allow agents to make purchases on their behalf, reflecting concerns for the privacy of their own lives and those of their families," said Kathy Risch, senior VP shopper insights and thought leadership for Acosta Group. "The more value shoppers experience with AI, the more likely they will share information, especially as brands and retailers provide transparency on how it will be protected. Companies that earn shopper trust now will be best positioned as AI becomes a more active purchase agent."
Methodology
Research for Acosta Group's AI Shopper Study was conducted May 15-21, 2026, with 1,271 U.S. shoppers of at least one retail channel in the prior three months. Respondents are part of Acosta Group's proprietary Shopper Community, comprised of over 40,000 demographically diverse shoppers from across the U.S.
