Survey: Consumers lean on AI for product research, online shopping help
As artificial intelligence becomes more commonplace, consumers are increasingly open to using the technology for online shopping.
Nearly four-in-10 (38%) shoppers surveyed by AI-powered analytics platform Contentsquare said they trust AI for general research, while 21% use it to find deals and promotions, and 16% rely on it for side-by-side product comparison. Almost a third (30%) say they would be willing to let an AI agent actually complete a purchase on their behalf, which Contentsquare says signals growing openness to more advanced forms of AI assistance.
Three-quarters (76%) of shoppers say they still begin their online shopping journey with traditional search, but nearly 24% say they now rarely use search engines. Nineteen percent of those surveyed now pick AI assistants as their primary research tool, and 18% of shoppers intentionally use AI most times they shop. More than four-in-10 (43%) consumers willingly engage with AI when it’s seamlessly embedded into the customer journey by the retailer.
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Still, AI hesitancy remains for some, as 38% of consumers say they either have no plans to use AI or intentionally avoid it altogether.
“AI is showing up in more moments of the shopping journey, but consumers respond best when it feels natural – when it helps them navigate choices, highlight what truly matters, and cut through complexity,” said Jean-Christophe Pitié, chief marketing & partnerships officer for Contentsquare. “People don’t want AI to take over; they want it to clear the path. This is a real opportunity for brands to design intelligence that fits seamlessly into the journey and lightens the mental load behind every purchase decision.”
For shoppers, AI guidance is most preferred in the categories of electronics (55%), travel (38%), and telecom (36%), which are often defined by “technical details or abundant options.” AI is also utilized by consumers in the lifestyle and household categories (between 28% and 34%), suggesting broad, moderate openness, while “high-stakes, regulated, or long-term financial decisions” see the lowest AI interest with financial services at 24% and automotive at 23%.
Nearly eight-in-10 (79%) of consumers say accuracy is the most important quality in AI-powered shopping, far outweighing speed (36%) or transparency (35%).
“Consumers want AI to do the boring parts of shopping, not the parts they enjoy,” added Pitié. “The big win for brands isn’t about flashy AI tricks, but intelligence that quietly works in the background and simply makes shopping better. That’s what builds consumer confidence, and ultimately, trust.”
Contentsquare’s AI consumer survey was conducted via Pollfish in November 2025 among 1,300 U.S. consumers.
