Americans Shoppers Are Still Warming Up to AI Shopping
Artificial intelligence may be reshaping industries at lightning speed, but when it comes to everyday shopping, most Americans are still warming up to the idea
New insights from NIQ reveal a fascinating divide: while 36% of consumers have already experimented with AI-powered shopping tools, nearly two-thirds say they don’t actively use AI at all for shopping, with 4-in-10 either unaware or unwilling to consider using AI to shop. That gap represents one of the biggest untapped growth opportunities in digital retail today.
The demographics are telling. Men, Millennials, higher-income households, and office workers are leading the charge into AI-assisted shopping, regularly using tools such as personalized recommendation engines, virtual assistants, and chatbots. Meanwhile, Baby Boomers, lower-income shoppers, and the unemployed remain far more hesitant, signaling an awareness and education challenge brands must address before AI becomes truly mainstream.
Where Consumers Are Most Willing to Use AI
Where consumers are willing to use AI is equally revealing. Tech-related categories—electronics, home appliances, phones, furniture, and décor—top the list, with around 40–50% of Americans expressing openness to using AI for their next purchase in these areas. These are familiar, research-heavy categories where digital assistance already plays a natural role.
40-50%
of Americans expressing openness to using AI for their next purchase in these areas.
But when we look specifically at shoppers who already use AI, the picture changes dramatically. Among this group, openness skyrockets to 70–85% across nearly every category, from beauty to personal care to large appliances. In other words, once consumers try AI for one purchase, their willingness to rely on it grows rapidly—and expansively. That “halo effect” suggests that the biggest unlock for brands isn’t necessarily perfecting the tech; it’s getting shoppers to take that very first step.
70-85%
Openess to using AI for their next purchase across nearly every category after using AI for one purchase
The Future of AI‑Powered Shopping Starts Now
For marketers, the implications are clear. AI adoption for shopping is still in its early innings, but the momentum is building—and the brands that move first will gain an outsized advantage. Early activations not only build awareness but also feed future AI models with richer, more relevant data.
With the right education, trial incentives, and seamless digital experiences, the next wave of AI-enabled shopping could be far bigger than anyone expects. At NIQ, we see a clear choice: either lead now, or risk falling behind.
Ready to Stay Ahead?
Click here to learn more about how NIQ is helping our clients to lead within AI shopping.
* Jason Boyd manages commercial initiatives for Consumer Behavior & Insights at NIQ North America. He can be reached at jason.boyd@nielseniq.com to learn more.
Data was collected using NIQ’s Quick Question solution, collected in December 2025 among USA 18+ consumers
