How Users Use AI to Shop

Artificial intelligence is no longer a “technology of the future”; it has officially become an everyday tool. More and more people are using it in their daily lives, especially at a key moment in the consumer journey: the purchase decision. Consumers have adopted tools like ChatGPT, Copilot, and Gemini to compare, research, and choose products or services. And this change is not merely anecdotal—it is structural.

Behavioral Changes: The Data

In the United States, 44.4% of adults say they are very likely to use an artificial intelligence tool to research a product before making a purchase (Attest, April 2025). This statistic alone confirms that conversational AIs are already influencing the purchasing decisions of millions of people.

In Europe, according to data from Statista (2024), 34% of consumers have used an AI-powered chatbot to get answers to their questions before making a purchase. Among those aged 25 to 34, that percentage rises to 47%, indicating even greater adoption among younger consumers.

According to Spain’s National Observatory on Technology and Society (ONTSI), the use of generative AI to support purchasing decisions has increased by 28% in just one year, and the sectors where this transformation is most noticeable are fashion, technology, and travel.

How are consumers using AI?

Consumers have found that AI offers a faster, more direct, and more convenient way to get the information they need before making a purchase. Queries that used to require browsing through multiple websites can now be resolved with a single conversation.

One of the main uses is searching for information in advance; a user asks direct questions such as: “What’s the best smartphone for the money?” or “What running shoes do experts recommend?”… Instead of scrolling through search engine results, AI provides quick, organized, and personalized answers.

Another common use is simply to answer questions. Many shoppers use AI chatbots integrated into websites to find out if a product is available, learn about the return policy, or check relevant reviews. According to GWI, 40% of AI users worldwide value quick responses, although they also acknowledge that human interaction continues to provide an emotional value that technology has not yet been able to match.

In addition, AI-powered shopping assistants are beginning to be used; they analyze users’ browsing history and behavior to make recommendations tailored to their interests. This ability to personalize is becoming increasingly important in e-commerce.

What does this mean for brands?

If consumers are using AI to decide what to buy, the big question for brands is obvious: Are they showing up in those results?

It’s not enough to have a good website or invest in traditional search engine optimization. Appearing in AI-generated search results requires adapting your content and optimization strategy. This involves creating structured, relevant information that language models can easily interpret.

Brands need to start working on what is known as conversational positioning. In other words, they need to design their content so that it can be incorporated into the responses generated by AI assistants. This requires clarity, usefulness, and a structure that makes the content easy to read for both humans and algorithms.

It is also important to integrate AI solutions into the brand’s own digital channels. Consumers are increasingly open to interacting with intelligent tools, as long as these tools effectively address their questions and provide value.

In short, consumers are already using artificial intelligence to decide what to buy; they do so because it’s faster, more convenient, and often clearer than searching on their own. If a brand isn’t optimized to appear in those conversations, it runs the risk of being left out of the purchasing decision process.

This isn’t a shift in trends; it’s a shift in habits. And the sooner brands accept this, the sooner they’ll be able to adapt to a new way of engaging with their audiences.

Communication Editorial Office