Shoppers today increasingly turn to AI-powered tools to streamline their online buying journeys, making real-time decision-making faster and more confident. According to Adobe Analytics, 39% of U.S. consumers have already used generative AI for shopping, with another 53% planning to do so this year 1.

These tools aren’t limited to casual browsing; they actively compare prices, track deals, and form tailored shopping lists. Indeed, AI-assisted shoppers complete purchases 47% faster and exhibit conversion rates nearly 4× higher—12.3% versus 3.1%—when engaging with chatbots. 2 Even more compelling, returning customers who use AI-driven chat spend 25% more than those who don’t. 3

Wider adoption reflects deeper integration: pre-2025 forecasts show the global AI-enabled e-commerce market hitting $8.65 billion 4, and today 89% of companies are either using or piloting AI in retail contexts 5. Shoppers’ comfort with conversational agents is also rising: 54% would use a chatbot to inquire about a product, and 27% interact daily with such systems. 6 Notably, nearly 60% of consumers have used AI to support their shopping, and 77% say it significantly speeds decision-making—with almost half trusting AI recommendations more than friends when choosing what to wear.7

Over time, the shift has evolved from experimental use cases to mission-critical commerce tools. Platforms like Amazon’s shopping guides and AI-powered deal alerts demonstrate consumers’ growing reliance on AI for everything from price comparison to product selection. 8 Combined, these insights show AI is rapidly changing shopper behaviour—filtering information overload, increasing confidence, and making smarter, faster purchases the new normal.