Chatbots influence – but don’t control – consumer purchases
Artificial intelligence chatbots are growing in usage and importance as shopping tools but are not the only deciding factor in purchases.
Close to seven-in-10 (68%) U.S. consumers surveyed for the Attentive “2026 State of AI in Retail” study used a general AI chatbot for at least one shopping task in the past three months. However, almost all these AI-assisted shoppers (93%) still sought outside information while deciding whether to buy during a recent AI-assisted shopping experience.
Popular alternative sources of information for AI-assisted shoppers include customer reviews (37%), pricing across retailers (36%) and detailed product information (33%) to further inform their decisions. More than six-in-10 (62%) have purchased a different product or brand instead of their usual choice because of an AI chatbot and 71% say AI meaningfully affected which products or brands they seriously considered or chose at least half the times they used it to shop.
AI-assisted shopping preferences
When asked where they would prefer to complete a future purchase after using AI in their shopping journey, 60% of AI-assisted shoppers prefer the website or app where the product is sold while only 17% prefer to complete the purchase directly within an AI chatbot. One-in-five (19%) say either option is fine, and 4% are unsure.
[READ MORE: Here’s what consumers want from AI shopping agents]
In addition, 72% of AI-assisted shoppers agreed with at least five of seven statements about personalization, covering areas such as recognition, relevant product recommendations, and brand messages, compared with just 41% of shoppers who did not use AI for shopping.
Post-AI shopping behavior
In good news for retailers offering shopping chatbots, 69% of AI-assisted shoppers took an action to stay connected with the brand or retailer during or after their AI-assisted shopping experience. More than four-in-10 (44%) had since returned to make another purchase from the same brand or retailer, while another 28% said they browsed again without purchasing and another 24% said they hadn’t returned yet, but expected to.
“AI is influencing what shoppers choose, but it isn’t the only factor shaping their decisions,” said Jema Birkmeyer, head of strategic accounts at Attentive. “Shoppers are still relying on their experiences with brands, checking reviews, and looking for additional information before making a purchase. Their path to discovery may be changing, but their expectations for brands remain the same: know me, give me relevant information, and deliver a personalized experience.”
Attentive surveyed 3,054 U.S. adults ages 18 and older who had browsed, researched, compared, or purchased a product in the previous three months in August 2026.
