20m
Setup
The Impact of AI on People’s Shopping Basket and Buying Behaviour (final)
The Impact of AI on People’s Shopping Basket and Buying Behaviour (final)
This study explores how AI platforms (such as ChatGPT, Amazon’s AI recommendations, Google’s AI Shopping tools, and AI-enabled loyalty apps) influence what people purchase—both online and offline. The primary goal is to understand the impact of AI touchpoints on consumer behavior across all product and service categories, including food and beverages, apparel, electronics, travel, wellness, household products, entertainment, utilities, gifting, and more. The study will identify how and why consumers use AI for shopping, how these tools shift decision-making, category-specific effects, consumer frictions, surprises, and opportunities for brands. Insights will inform brands about implications for marketing, innovation, branding, and distribution.
This study explores how AI platforms (such as ChatGPT, Amazon’s AI recommendations, Google’s AI Shopping tools, and AI-enabled loyalty apps) influence what people purchase—both online and offline. The primary goal is to understand the impact of AI touchpoints on consumer behavior across all product and service categories, including food and beverages, apparel, electronics, travel, wellness, household products, entertainment, utilities, gifting, and more. The study will identify how and why consumers use AI for shopping, how these tools shift decision-making, category-specific effects, consumer frictions, surprises, and opportunities for brands. Insights will inform brands about implications for marketing, innovation, branding, and distribution.
Analysis
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Participant welcome page
Translations
How Does AI Shape Your Shopping Choices?
How Does AI Shape Your Shopping Choices?
Translated into 11 languages
Translated into 11 languages
Welcome! This study is about your experiences and opinions when using artificial intelligence (AI) tools and platforms while shopping, whether for products or services, online or offline. We’re interested in how these technologies help, surprise, or even frustrate you in your everyday buying decisions—from groceries and electronics to travel and entertainment.
There are no right or wrong answers; we just want your honest perspective. Your feedback will help brands and companies better understand how to make AI-powered shopping tools work better for you and others.
This interview should take about 30 minutes. Thank you for participating!
Welcome! This study is about your experiences and opinions when using artificial intelligence (AI) tools and platforms while shopping, whether for products or services, online or offline. We’re interested in how these technologies help, surprise, or even frustrate you in your everyday buying decisions—from groceries and electronics to travel and entertainment.
There are no right or wrong answers; we just want your honest perspective. Your feedback will help brands and companies better understand how to make AI-powered shopping tools work better for you and others.
This interview should take about 30 minutes. Thank you for participating!
Translated into 11 languages
Translated into 11 languages
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By continuing, I accept the Privacy Policy and Terms and Conditions. Additionally, I consent to Conveo using my responses (including video recordings) for marketing and promotional purposes (e.g. social media, website, or other channels). If there is any inconsistency with the linked documents, this consent regarding marketing use prevails.
Accepted
Topic guide
Introduction
Q1
Let’s get to know you! When it comes to using AI in your life—whether for work, daily tasks, or shopping—would you say you’re a power user, more of a curious explorer, a practical problem-solver, a routine user, or someone that is skeptical and who avoids AI altogether? Could you share a bit about why you see yourself that way?
Let’s get to know you! When it comes to using AI in your life—whether for work, daily tasks, or shopping—would you say you’re a power user, more of a curious explorer, a practical problem-solver, a routine user, or someone that is skeptical and who avoids AI altogether? Could you share a bit about why you see yourself that way?
·No routing
Warm-up: This question establishes rapport while encouraging participants to self-identify their relationship with AI. It helps classify participants into types—curious explorers, practical users, habituals, or avoiders—while learning about their motivations, openness, or hesitation. Encourages stories, not just labels.
Warm-up: This question establishes rapport while encouraging participants to self-identify their relationship with AI. It helps classify participants into types—curious explorers, practical users, habituals, or avoiders—while learning about their motivations, openness, or hesitation. Encourages stories, not just labels.
Research Objective 1
Reveal Key Category Entry Points and Digital Touchpoints for AI in Everyday Life
Reveal Key Category Entry Points and Digital Touchpoints for AI in Everyday Life
Identify which categories, needs, or moments trigger people to use digital tools, sources, and AI platforms in their everyday lives—not just for shopping. Explore entry points such as learning & discovery, travel planning, creation, searching for information, entertainment, communication, working, fitness & health, and money management. Ask for concrete examples in each area, and whether use of AI in these moments has ever led directly to buying something new or different.
Identify which categories, needs, or moments trigger people to use digital tools, sources, and AI platforms in their everyday lives—not just for shopping. Explore entry points such as learning & discovery, travel planning, creation, searching for information, entertainment, communication, working, fitness & health, and money management. Ask for concrete examples in each area, and whether use of AI in these moments has ever led directly to buying something new or different.
Q2
Which of the following AI tools and platforms do you use? If you use other platforms than the ones mentioned, please feel free to add them. Select the ones you use and explain why and when you use them.
Which of the following AI tools and platforms do you use? If you use other platforms than the ones mentioned, please feel free to add them. Select the ones you use and explain why and when you use them.
·No routing
Probe for people's experiences, the strengths and weaknesses of each platform and if people perceive them to be better fit for specific areas than others.
Probe for people's experiences, the strengths and weaknesses of each platform and if people perceive them to be better fit for specific areas than others.
ChatGPT (OpenAI)
ChatGPT (OpenAI)
Copilot (Microsoft)
Copilot (Microsoft)
Google Gemini
Google Gemini
Alexa (Amazon)
Alexa (Amazon)
DeepSeek
DeepSeek
Grok
Grok
Siri (Apple)
Siri (Apple)
Anthropic Claude
Anthropic Claude
TikTok AI
TikTok AI
Snapchat AI
Snapchat AI
Instagram AI
Instagram AI
Travel AI applications (AI planners from Booking, Hopper, Expedia ...)
Travel AI applications (AI planners from Booking, Hopper, Expedia ...)
Retailer AI applications (AI assistants of Amazon, Walmart, Instacart, Carrefour, Aldi, Lidl ...)
Retailer AI applications (AI assistants of Amazon, Walmart, Instacart, Carrefour, Aldi, Lidl ...)
Q3
In what situations or for what activities do you tend to use AI or digital tools the most? Could you share what types of tasks or goals prompt you to turn to these technologies?
In what situations or for what activities do you tend to use AI or digital tools the most? Could you share what types of tasks or goals prompt you to turn to these technologies?
·
Start with a broad question on usage: Ask about general triggers for using AI or digital tools in everyday life, beyond shopping. Encourage examples from any context—work, information search, planning, communication, creativity, managing routines, etc. Probe for different motivations and goals that lead people to turn to technology or AI.
Start with a broad question on usage: Ask about general triggers for using AI or digital tools in everyday life, beyond shopping. Encourage examples from any context—work, information search, planning, communication, creativity, managing routines, etc. Probe for different motivations and goals that lead people to turn to technology or AI.
Q4
Here are some common areas or situations where people use AI or digital tools. For each area, tell me if you use AI or digital tools, and give a recent example of how you used AI in that context. Some contexts may overlap, so you can combine the answers.
Here are some common areas or situations where people use AI or digital tools. For each area, tell me if you use AI or digital tools, and give a recent example of how you used AI in that context. Some contexts may overlap, so you can combine the answers.
·
Ask respondents to check all areas where they've used AI or digital tools, and then share brief examples if they can. Focus on breadth and concrete, recent stories to illuminate category entry points.
Probe where they see potential of using AI if they have not done so.
Ask respondents to check all areas where they've used AI or digital tools, and then share brief examples if they can. Focus on breadth and concrete, recent stories to illuminate category entry points.
Probe where they see potential of using AI if they have not done so.
Learning & discovery (skill, tutorials, subjects, points of view ...)
Learning & discovery (skill, tutorials, subjects, points of view ...)
Travel planning & booking (organize a trip or outing)
Travel planning & booking (organize a trip or outing)
Creating / prototyping something (produce drawing, music, crafts, home interior design)
Creating / prototyping something (produce drawing, music, crafts, home interior design)
Searching for information (quick facts about a topic)
Searching for information (quick facts about a topic)
Entertainment or pastime (relax, play or fill time with games / quizzes)
Entertainment or pastime (relax, play or fill time with games / quizzes)
Communication & writing (express or refine communication, debate and argue))
Communication & writing (express or refine communication, debate and argue))
Working or productivity (save time, productivity)
Working or productivity (save time, productivity)
Fitness & health (manage physical health and mental wellbeing)
Fitness & health (manage physical health and mental wellbeing)
Money management
Money management
Shopping & buying products or services
Shopping & buying products or services
Gifting to others
Gifting to others
Styling, fashion & beauty
Styling, fashion & beauty
Q5
Has using AI or other digital tools in any of these areas ever led you to buy a product or service you wouldn’t have otherwise considered or bought? Or has it influenced your choices or inspired you? Please walk me through what happened.
Has using AI or other digital tools in any of these areas ever led you to buy a product or service you wouldn’t have otherwise considered or bought? Or has it influenced your choices or inspired you? Please walk me through what happened.
·
Explore if and how AI-driven actions (for learning, travel, creating, etc.) become shopping or buying moments. Probe for the pathway from AI-driven activity to purchase decision. Look for stories where AI or a digital tool inspired or enabled a purchase in an unexpected way.
Probe: Do you prefer recommendations from AI tools or from people (friends, family, or store staff)? Why?
Explore if and how AI-driven actions (for learning, travel, creating, etc.) become shopping or buying moments. Probe for the pathway from AI-driven activity to purchase decision. Look for stories where AI or a digital tool inspired or enabled a purchase in an unexpected way.
Probe: Do you prefer recommendations from AI tools or from people (friends, family, or store staff)? Why?
Research Objective 2
Explore AI’s Influence on Purchase Decisions, Brand Choice, and Cart Content
Explore AI’s Influence on Purchase Decisions, Brand Choice, and Cart Content
Map how consumers use AI platforms and tools to shop for products and services, both online and offline, spanning categories like food, apparel, electronics, travel, wellness, household, entertainment, and more. Uncover how AI impacts consumer decision-making, feature selection, brand choice, cart size/content, and discovery of new brands/products. Examine concrete routines and touchpoints by category or channel, including storytelling of recent AI-influenced shopping moments.
Map how consumers use AI platforms and tools to shop for products and services, both online and offline, spanning categories like food, apparel, electronics, travel, wellness, household, entertainment, and more. Uncover how AI impacts consumer decision-making, feature selection, brand choice, cart size/content, and discovery of new brands/products. Examine concrete routines and touchpoints by category or channel, including storytelling of recent AI-influenced shopping moments.
Q6
Can you walk me through a recent surprising or cool shopping or buying experience where AI influenced what you put in your cart or the choices you made?
Can you walk me through a recent surprising or cool shopping or buying experience where AI influenced what you put in your cart or the choices you made?
·
Encourage storytelling: focus on a concrete example, covering the steps from discovering to deciding and purchasing. Ask about the specific AI tool/platform used and what made it helpful or not.
Encourage storytelling: focus on a concrete example, covering the steps from discovering to deciding and purchasing. Ask about the specific AI tool/platform used and what made it helpful or not.
Q7
Let's now focus on specific products and services where usage of AI tools can help you shop and buy products or services. Can you recall a time you used AI to help you shop for any of the following? Please select all that apply and explain how you used AI.
Let's now focus on specific products and services where usage of AI tools can help you shop and buy products or services. Can you recall a time you used AI to help you shop for any of the following? Please select all that apply and explain how you used AI.
·
Probe on how people concretely use AI the most for, e.g.
- Food & Beverages for meal planning, grocery lists, price comparisons, restaurant bookings
- Apparel & Accessories for virtual try-on, style curation, resale searches
- Electronics & Durables for feature comparisons, upgrade suggestions, fit to their context
- Travel & Experiences for trip planning, price alerts, local recommendations
- Personal Care & Wellness for product matching, subscription replenishment
- Household & Cleaning Products for eco-scoring, auto-replenishment
- Entertainment & Media for bundled subscriptions, ticket booking
- Services & Utilities for bill negotiation, home services booking
Probe for reasons why AI fits well with certain categories, and whether buying some of these categories are more influenced by AI guidance than others. Register the role of AI in complex or technical purchases, highly personalized categories, planning-intensive decisions or for everyday essentials?
Probe on which AI platforms fit each of the actual categories better? E.g. is ChatGPT or Alexa or Copilot more or less suited for food & beverages of electronics and durables?
Probe on how people concretely use AI the most for, e.g.
- Food & Beverages for meal planning, grocery lists, price comparisons, restaurant bookings
- Apparel & Accessories for virtual try-on, style curation, resale searches
- Electronics & Durables for feature comparisons, upgrade suggestions, fit to their context
- Travel & Experiences for trip planning, price alerts, local recommendations
- Personal Care & Wellness for product matching, subscription replenishment
- Household & Cleaning Products for eco-scoring, auto-replenishment
- Entertainment & Media for bundled subscriptions, ticket booking
- Services & Utilities for bill negotiation, home services booking
Probe for reasons why AI fits well with certain categories, and whether buying some of these categories are more influenced by AI guidance than others. Register the role of AI in complex or technical purchases, highly personalized categories, planning-intensive decisions or for everyday essentials?
Probe on which AI platforms fit each of the actual categories better? E.g. is ChatGPT or Alexa or Copilot more or less suited for food & beverages of electronics and durables?
Food & beverages
Food & beverages
Apparel, Footwear & Accessories
Apparel, Footwear & Accessories
Electronics & Durables
Electronics & Durables
Travel & Experiences
Travel & Experiences
Personal Care & Wellness
Personal Care & Wellness
Household & Cleaning Products
Household & Cleaning Products
Entertainment & Media
Entertainment & Media
Services & Utilities
Services & Utilities
Q8
Have AI tools or recommendations concretely affected your decisions about which products, brands, or features to choose or buy? Please explain.
Have AI tools or recommendations concretely affected your decisions about which products, brands, or features to choose or buy? Please explain.
·
Dig into specifics—whether AI influences trying new brands or switching brands, configuring a product or service, looking for promotions and deals or choosing higher/lower-priced alternatives. Ask for memorable examples.
Probe: Have you ever discovered a new brand or product because of an AI recommendation? If yes, tell me about it.
Probe: Do AI tools influence what ends up in the basket or cart?
Dig into specifics—whether AI influences trying new brands or switching brands, configuring a product or service, looking for promotions and deals or choosing higher/lower-priced alternatives. Ask for memorable examples.
Probe: Have you ever discovered a new brand or product because of an AI recommendation? If yes, tell me about it.
Probe: Do AI tools influence what ends up in the basket or cart?
Q9
Let's do a short creative exercise. Please complete the following sentence: "AI helps me buy and shop smarter because ..."
Let's do a short creative exercise. Please complete the following sentence: "AI helps me buy and shop smarter because ..."
·
Sentence completion to understand main benefits
Sentence completion to understand main benefits
Q10
What are your general feelings and associations about AI tools as a help for buying products or services?
What are your general feelings and associations about AI tools as a help for buying products or services?
·
Probe if people find the AI tools trustworthy, accurate, (in)complete, pushy, biased, fun ...
Probe: How comfortable are you with the way AI shopping tools use your data to make recommendations? Is there anything that would make you more (or less) comfortable?
Explore what specific signals, explanations, or design features build (or erode) trust in AI shopping and buying tools
Probe if people find the AI tools trustworthy, accurate, (in)complete, pushy, biased, fun ...
Probe: How comfortable are you with the way AI shopping tools use your data to make recommendations? Is there anything that would make you more (or less) comfortable?
Explore what specific signals, explanations, or design features build (or erode) trust in AI shopping and buying tools
Q11
To what extent do you think AI will become a bigger part of your shopping and purchasing habits in the next year? Please explain why.
To what extent do you think AI will become a bigger part of your shopping and purchasing habits in the next year? Please explain why.
·
Probe: What would make you use AI tools for shopping and buying more?
Probe: What would make you use AI tools for shopping and buying more?
1 - Not at all - I expect not to use AI for shopping and buying in the next year
1 - Not at all - I expect not to use AI for shopping and buying in the next year
2 - Slightly bigger - I might use it a bit more for some shopping and buying
2 - Slightly bigger - I might use it a bit more for some shopping and buying
3 - Moderately bigger - I’ll probably use it for more shopping activities
3 - Moderately bigger - I’ll probably use it for more shopping activities
4 - Much bigger - I expect AI will play a central role in my shopping
4 - Much bigger - I expect AI will play a central role in my shopping
5 - Completely transformed - AI will be involved in almost every purchase
5 - Completely transformed - AI will be involved in almost every purchase
Research Objective 3
Identify Consumer Jobs to be Done, Frictions, Surprises, and Desired Benefits Using AI in Shopping
Identify Consumer Jobs to be Done, Frictions, Surprises, and Desired Benefits Using AI in Shopping
Reveal key jobs consumers want AI to do, benefits they seek from using AI in shopping, as well as moments of surprise, frustration, or disappointment across different product/service categories.
Reveal key jobs consumers want AI to do, benefits they seek from using AI in shopping, as well as moments of surprise, frustration, or disappointment across different product/service categories.
Q12
What do you wish or expect AI to do for you when shopping for products or buying services?
What do you wish or expect AI to do for you when shopping for products or buying services?
·
Explore unmet needs or features consumers desire from AI tools when shopping and buying —look for creative ideas, pain points, or suggestions. What 'jobs' do people expect to do for them when shopping and buying? Deal finding, configuration and features, planning, time saving, better buying / buy the right product and not make mistakes ...
May inform innovation and new opportunities for brands.
Probe: What do you find most helpful about using AI when shopping? And what’s least helpful or most annoying?
Probe: How do you feel about using AI in your shopping journey? Do you trust it? Does it make shopping more enjoyable, easier, or do you have doubts?
Explore unmet needs or features consumers desire from AI tools when shopping and buying —look for creative ideas, pain points, or suggestions. What 'jobs' do people expect to do for them when shopping and buying? Deal finding, configuration and features, planning, time saving, better buying / buy the right product and not make mistakes ...
May inform innovation and new opportunities for brands.
Probe: What do you find most helpful about using AI when shopping? And what’s least helpful or most annoying?
Probe: How do you feel about using AI in your shopping journey? Do you trust it? Does it make shopping more enjoyable, easier, or do you have doubts?
Epilogue
Q13
Wrapping up. If you could give one piece of advice to brands on how to use AI to improve your shopping experience, what would it be?
Wrapping up. If you could give one piece of advice to brands on how to use AI to improve your shopping experience, what would it be?
·
Wrap-up with a creative, participant-driven suggestion to spark actionable ideas for brands. Encourage both practical and imaginative answers.
Wrap-up with a creative, participant-driven suggestion to spark actionable ideas for brands. Encourage both practical and imaginative answers.
Q14
This has been really insightful, and I want to thank you for sharing your personal thoughts with me. Now to end, I am constantly learning to improve myself as an interviewer. Can you please tell me how I did during this interview and what it is I can do better?
If you had to rate my performance on a scale from 1 to 5 what score would you give me? And why?
This has been really insightful, and I want to thank you for sharing your personal thoughts with me. Now to end, I am constantly learning to improve myself as an interviewer. Can you please tell me how I did during this interview and what it is I can do better?
If you had to rate my performance on a scale from 1 to 5 what score would you give me? And why?
·
Probe for their thoughts on the grammar, spoken language, speed, and any other aspects of the interview experience. Encourage honest feedback to help improve future interviews.
Probe for their thoughts on the grammar, spoken language, speed, and any other aspects of the interview experience. Encourage honest feedback to help improve future interviews.
1 - Very poor
1 - Very poor
2
2
3
3
4
4
5 - Excellent
5 - Excellent