New data reveals rising consumer openness to AI-assisted shopping and growing expectations for accuracy and seamless digital experiences
NEW YORK–(BUSINESS WIRE)–AI is becoming an integral part of how people shop online, and new research from Contentsquare, an AI-first analytics platform, shows that consumers are increasingly receptive to AI that helps them make more confident, informed decisions. Shoppers are turning to the technology for clarity, efficiency, and support, and 30% say they would be willing to let an AI agent actually complete a purchase on their behalf, signaling a growing openness to more advanced forms of AI-powered assistance.
The survey of 1,300 U.S. consumers paints a picture of how online shopper attitudes are shifting or staying the same, highlighting how AI is gradually weaving itself into key moments of the customer experience.
- 76% of shoppers still begin with traditional search, but nearly 24% say they now rarely use search engines – a signal that discovery habits are beginning to diversify
- 43% willingly engage with AI when it’s seamlessly embedded into the customer journey by the retailer – reinforcing that consumers respond best when AI enhances the existing brand experience rather than disrupting it
“AI is showing up in more moments of the shopping journey, but consumers respond best when it feels natural – when it helps them navigate choices, highlight what truly matters, and cut through complexity,” said Jean-Christophe Pitié, Chief Marketing & Partnerships Officer for Contentsquare. “People don’t want AI to take over; they want it to clear the path. This is a real opportunity for brands to design intelligence that fits seamlessly into the journey and lightens the mental load behind every purchase decision.”
AI for Information Gathering
Research behavior is where AI is clearly making the biggest impact for consumers today, helping shape the discovery and purchase process.
- 28% of consumers rely on online reviews and forums first, while 24% turn to retailer’s website search bars – familiar anchors in digital discovery
- 19% now pick AI assistants as their primary research tool, signaling that AI has entered the core research process in a meaningful way
- 38% trust AI for general research, 21% use it to find deals and promotions, and 16% rely on it for side-by-side product comparisons
- 18% of shoppers intentionally use AI most times they shop – an early-adopter signal – but AI hesitancy clearly remains, with 38% of consumers stating they either have no plans to use AI or intentionally avoid it altogether
Where AI Is Making the Biggest Splash
AI is gaining momentum in the moments where clarity matters most, including functional, information-heavy tasks where AI can reduce friction and provide fast, structured insight. This pattern varies across categories. AI guidance is most preferred in:
- Electronics (55%), travel (38%), and telecom (36%) – areas defined by technical details or abundant options
- Lifestyle and household categories cluster tightly between 28% and 34%, suggesting broad, moderate openness
- High-stakes, regulated, or long-term financial decisions see the lowest interest with financial services at 24% and automotive at 23%
The Crux is Trust
Above all, accuracy defines the boundaries of trust. Seventy-nine percent of consumers say accuracy is the most important quality in AI-powered shopping, far outweighing speed (36%) or transparency (35%). However, even as AI becomes more capable, shoppers still lean on human validation: 23% cite recommendations from friends and family as one of their most trusted influences. Accuracy, clarity, and personal reassurance work together to shape how consumers decide what – and whether – to buy.
“Consumers want AI to do the boring parts of shopping, not the parts they enjoy,” added Pitié. If technology can clean up the clutter – the comparison charts, the endless tabs – people stay in control and feel more confident. The big win for brands isn’t about flashy AI tricks, but intelligence that quietly works in the background and simply makes shopping better. That’s what builds consumer confidence, and ultimately, trust.”
The survey serves as a consumer-side preview to Contentsquare’s 2026 Digital Experience Benchmark, slated to release in early Q1, which will examine how brands themselves are evolving digital experiences to meet this shifting balance of curiosity, confidence, and control.
Methodology
Contentsquare’s AI consumer survey was conducted via Pollfish in November 2025 among 1,300 U.S. consumers. Respondents were asked about their attitudes toward AI tools, online shopping behaviors, trust in AI assistance, and holiday-related shopping preferences.
About Contentsquare
Contentsquare is a leader in digital analytics, empowering businesses of all sizes with the insights they need to understand customers and deliver seamless experiences at scale. Its all-in-one experience intelligence platform provides rich and contextual insight into customer behaviors, sentiment, and intent, across all channels, helping businesses continuously deliver the right experience on web, mobile, and apps. More than 1.3M websites worldwide rely on Contentsquare’s AI-powered platform to grow their business, drive customer loyalty, and operate with greater efficiency in a constantly changing world. To learn more, visit www.contentsquare.com.
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