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From Everyday AI Use to Purchase Opportunities

From Everyday AI Use to Purchase Opportunities

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Key Themes: How AI Shapes Shopping Decisions

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Executive Summary - The Impact of AI on People’s Shopping Basket and Buying Behaviour

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Executive Overview

This study shows that AI is no longer a niche research aid in shopping. It is already shaping what people discover, compare, choose, and buy—and the brands that win next will be the ones that are easiest for AI to understand, recommend, and trust.

  • AI is already influencing real purchase behavior. Consumers are using AI not just to browse, but to change brands, refine choices, and even alter what goes into the cart in real time.
  • The strongest value is decision confidence. People turn to AI to reduce effort, compare tradeoffs, and avoid bad purchases more than for novelty alone.
  • Growth is likely, but not automatic. Adoption will expand quickly if experiences feel more personal, transparent, and connected to real shopping contexts.

Executive Summary

Updated May 13, 2026