The Consumer Craze Over AI Marks a New Era of Search & Discovery

There’s been a misconception swirling around that AI shopping tools are only for tech obsessed 20-somethings and Gen Z consumers glued to their phone screens. But new data is telling a very different story that you probably didn’t expect. 

We surveyed over 1,000 U.S. consumers to understand how AI is impacting online shopping behavior. And what we found challenges some widely held assumptions and illuminates a simple, yet telling truth: AI search is not a passing trend; it’s becoming the new normal.

Goodbye Legacy Search. Hello AI!

For years, legacy search engines like Google and Bing were the default starting point for online search and shopping. But as we know, that’s changing very, very quickly.

Today, 31% of consumers prefer to start their shopping journey with AI, compared to just 21% who begin on legacy search engines. And with 60% believing AI will become the standard for online shopping, you can expect that 10-point AI favorability margin to keep growing as AI becomes more ingrained in our daily lives. 

Shoppers Feel Good About AI, and It’s Fueling Adoption

When considering technological innovations in our day and age, widespread usage is one thing. But sentiment is a whole other beast. Just look at the ubiquity of dating apps — they’re the defining staple of dating culture today but satisfaction levels with them are tempered at best.

So, how do people actually feel about shopping with AI?

The short answer is…optimistic. Nearly 6 in 10 consumers report a positive or very positive sentiment toward using AI tools to shop online. For many, these tools offer what legacy search cannot, which is product discovery, personalized recommendations, and curated deals all in one place. 

It’s the everyday utility that keeps people coming back. And ultimately, what’s fueling the next phase of adoption.

AI Shopping Is Spanning Generations and Genders

If you think AI is a young person’s game, think again. According to our survey data, 66% of consumers aged 18–44 have already shopped with AI. But surprisingly, more than half of shoppers aged 65+ (those traditionally slower to adopt new technologies) have done the same. That’s a narrow gap for such a broad age range, and it signals that AI is crossing into the mainstream faster than many expected.

The same holds true when it comes to gender. Whether you're talking to men (63%), women (58%), or non-binary shoppers (59%), a clear majority are using AI as part of their shopping journey. 

Generative AI Platforms Are Dominating the Consumer Journey

When it comes to where consumers are shopping with AI, generative platforms are leading the way. Tools like ChatGPT and Gemini now account for more than 63% of all AI shopping activity, with others like Copilot (16%), Perplexity (4%), and Claude (1%) rounding out the remaining share.

These platforms continue to have one major advantage, and that’s breadth. Instead of locking shoppers into a single retailer or product catalog, they surface results across the open web, providing users the opportunity to compare prices, read product reviews, and discover multiple brands in one singular experience.

It's no coincidence then that the desire for AI to show results across multiple retailers scored a 4.2 out of 5 — the highest response in our entire survey — signaling just how strongly consumers are pushing back against AI experiences that favor a single brand or walled garden.

What’s clearly reflected through this data is that shoppers want to explore and compare on their own terms, which is exactly why generative platforms are becoming the new starting point for product discovery today.

Next-Gen Discovery Starts Now.

As a growing number of consumers adopt AI as part of their shopping experience, it’s more important than ever for marketers to find their place within this rapidly changing ecosystem. Those that prioritize visibility in AI surfaces will be better positioned to capture intent early, build trust, and influence shoppers before the competition does — even if it means evolving your media mix a little faster than you’re used to doing.

Although this disruption doesn’t require a total performance reset, it does demand a more deliberate approach to where and how your brand shows up. 

At adMarketplace, we help brands meet consumers where that journey begins. Our native search solutions are built to integrate natively with AI chat surfaces, browsers, and buy now pay later shopping apps across the open web.

Ready to unlock measurable performance within these next-gen search channels? Partner with adMarketplace today to upgrade your AI search strategy.