How fast are consumers adopting AI tools?

Over the past two years, consumer use of AI applications such as ChatGPT, Google Gemini, and other chatbots grew 62% overall, and even faster among Gen X (82%) and Boomers (92%). As these tools add purchasing capabilities, they will influence, filter, and even decide which products are considered or purchased, raising the stakes for brands to remain visible in AI‑driven decisions.

How are shoppers using AI today?

41% use AI assistants to research products, 33% use them to look for reviews, and 31% to find deals. AI is becoming integral to product discovery and decision-making.

Are consumers comfortable sharing personal data with AI systems and brands?

52% of consumers say they are comfortable sharing their data, but 83% express multiple overlapping concerns about privacy, data misuse, and unwanted marketing. Brands must build trust with both consumers and AI agents through stronger data governance, transparency, and responsible AI practices.

What benefits are brands and retailers seeing from their use of AI?

Nearly half (48%) report stronger customer engagement through conversational AI, and 37% cite more seamless omnichannel commerce.

Own the agentic commerce experience

In collaboration with NRF, we explore consumer use of AI and how brands can thrive in the era of AI-assisted shopping

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Unlock the value of your data so you can take advantage of investments in artificial intelligence, including agentic AI.

How can IBM help you?

Retail and consumer products consulting (will open in a new window)

Retail and consumer products consulting

Deliver experiences and products that create more valuable relationships with consumers.

AI consulting services (will open in a new window)

AI consulting services

Enhance employee and customer experiences by using data and AI to create intelligent workflows.

Data and analytics consulting services (will open in a new window)

Data and analytics consulting services

Unlock the value of your data so you can take advantage of investments in artificial intelligence, including agentic AI.

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