Acosta Group’s “Shopper Community” study, conducted in June 2025 with 1,074 U.S. shoppers, shows that 99% of consumers are aware of AI solutions and 70% actively use tools such as ChatGPT, Microsoft Copilot, and Google Gemini for everyday shopping, comparing products, and saving money and time.
Despite widespread innovation, retailer-specific AI tools like Walmart’s Sparky and Amazon’s Rufus lag in adoption, with fewer than 15% of shoppers having used them. This gap highlights opportunities for better engagement strategies and consumer education.
Acosta Group’s Shopper Community includes over 40,000 demographically diverse, active buyers across the United States, offering reliable insights into evolving shopping behaviors. The June 2025 survey specifically targeted 1,074 participants who had made at least one retail purchase during the prior three months, ensuring the findings reflect current market trends and consumer preferences.
Gen Z and Trust in AI
The study finds Gen Z especially enthusiastic about generative AI, with 53% trusting these tools over traditional sources and demonstrating the fastest adoption patterns. However, trust is nuanced—while 58% of respondents rely on AI to find deals and 50% trust it for product reviews, just 12% would let AI make purchases for them without approval. Major concerns remain about privacy (60%), fraud (56%), and loss of purchase control (56%).
Grocery Sector Leads in Adoption
AI is transforming the shopping journey across categories. Grocery is out in front, with 36% of shoppers using AI for research, browsing, and buying. Health and wellness (28%), electronics (27%), and beauty/personal care (25%) follow closely. Shopper reliance on AI tools means brands must optimize to appear early in digital recommendations, where users commonly see only two or three options—far fewer than the 25 shown on a typical digital shelf.
Shoppers rely on AI-driven tools for more than just basic search—top benefits cited include saving time, comparing prices, and discovering new brands they wouldn’t find otherwise. These platforms give consumers confidence not just in finding the lowest price, but also in making more informed and satisfying purchases. Usage extends beyond research, with about one-third of respondents finalizing purchases through AI, demonstrating the technology’s impact on both consideration and conversion.
Brands Must Rethink Precision Marketing
John Carroll, President of Connected Commerce at Acosta Group, emphasizes: “Generative AI tools are becoming the new gatekeepers of the shopper journey. Retailers and brands must rethink and evolve how they show up in AI-powered environments, build trust with consumers, and prepare for a future where voice assistants and autonomous agents drive purchase decisions.”
Recommendations for brands include shifting content from keyword-focused to conversational, optimizing product detail pages, developing agent-friendly ad strategies, and auditing brand presence in AI recommendations. AI-driven retail environments require brands to adapt rapidly and prioritize transparency, data protection, and consistent value delivery.
Conclusion
Acosta’s study underscores a new reality: personalization and precision marketing are now mandatory for retail success. Brands that earn trust, optimize for agent-powered ecosystems, and deliver transparent value will stand out as AI becomes the gatekeeper for modern shopping.
