The New Consumer Search Journey: What 1,000 Shoppers Revealed About AI’s Growing Influence

AI is such an all-encompassing, intangible entity that two people could be having a conversation about it while talking about entirely different things. When it comes to the intellectual curiosity and experimentation your everyday consumer exhibits regarding AI, that’s when the technology gets less abstract and much more practical.

After all, what, in the simplest of terms, do the majority of people want out of and rely on technology for? To make their lives easier. So, naturally, when we talk about how most people are using AI, it shouldn’t surprise you that it’s for very practical purposes: seeking out information, performing and automating time-consuming tasks, etc. That’s why AI has proven its value when it comes to searching and shopping online.

New research from adMarketplace, based on a March 2026 survey of 1,000 U.S. consumers, reveals a current consumer shopping landscape where AI-powered experiences are influencing not just where people search, but how they engage, trust, and convert. Below are five key trends shaping AI-driven search and commerce in 2026.

1. AI Search Is Mainstream

Our latest research shows that 61% of Americans use AI search tools regularly, with adoption significantly higher among younger generations (as seen below): 

This generational divide signals that not only is adoption strong among the key demographic cohorts you would expect, but that this adoption is changing how they think, behave, search, and shop online. As younger, AI-native consumers gain purchasing power, AI-driven discovery should become the default rather than a niche alternative.

2. Search Behavior Is Evolving, Just Not Uniformly

While AI is clearly gaining traction, its impact on search habits is a bit more nuanced. Among current AI search users:

• 25% say they rely more on AI-powered search engines than before
• 29% say they use AI-powered search engines but their search habits remain relatively the same
• Only 9% say they’ve noticed no significant changes in their search behavior

This split highlights an important transition phase. Consumers are experimenting with AI, but many are still blending it with traditional search behaviors. Rather than replacing search outright, AI is augmenting it—at least for now. 

For marketers, this means strategies must account for hybrid journeys, where AI and traditional search coexist. However, as people become more accustomed to AI being a facet of their everyday lives, expect behavior to change and follow suit more toward AI-based search experiences.

3. AI Is Becoming a Key Touchpoint in Product Discovery

A majority of people are using AI in some capacity. That’s hardly breaking news. What’s more interesting is how quickly this usage is becoming habitual when it comes to shopping. Two in five Americans (40%) say they frequently engage with AI-generated prompts and results when searching for products online. An additional 27% note they engage semi-regularly.

This is a critical shift. Instead of scrolling through pages of links, two-thirds of US consumers are increasingly interacting with curated, conversational outputs. AI is moving from a passive tool to an active intermediary, guiding decisions, surfacing options, and influencing purchasing decisions.

For brands, this raises the stakes: visibility within AI-generated responses is becoming equally as important as traditional search rankings for product discovery.

4. Relevance and Convenience Drive Adoption

What do consumers actually want from AI-powered search? The answer is straightforward: better, faster results and less friction.

• 26% cite more accurate and relevant results as a top driver
• 26% point to ease of use and convenience
• 25% crave faster search experiences and recommendations

This reinforces a core truth: AI’s consumer value rests primarily in its everyday utility. Consumers are willing to adopt new experiences when they meaningfully improve outcomes.

The implication for advertisers is clear. Winning in AI environments will depend on delivering highly relevant, contextually-aware content that aligns closely with user intent.

5. Consumers Are Still Feeling Out Ads in AI Environments

One of the biggest open questions in AI search is how advertising fits in, and consumers are so far mixed in their feelings.

• 24% say they’ll continue using tools like ChatGPT even with ads
• 21% say they won’t mind ads in AI platforms as long as they’re relevant
• 19% say they would switch to another AI platform without ads
• 19% say they would stop using AI-powered search tools altogether

When it comes to how consumers would engage with ads in AI search, there’s no predominant consensus there yet either.

• 27% say they would ignore or skip ads
• 23% would try to avoid or block them
• 15% would click on ads if they seemed relevant
• 14% would treat ads like regular search results
• 14% would consider upgrading to a premium or ad-free version

This tension is to be expected given 1). The short period of time consumers have been using AI and 2). The newness of ads rolling out in AI search experiences. 

It’s likely that many consumers have yet to see ads as part of their AI usage, and thus are basing their feelings on preconceived notions or sentiments around advertising in general vs. the potential value and experience of seeing actual ads surfaced in AI.

What’s certainly clear is that consumers aren’t inherently opposed to ads in AI search experiences as long as they are relevant. In fact, relevance may matter even more in conversational environments, where interruptions can feel more jarring. This is an area to watch as more AI platforms begin experimenting with ads. Consumer sentiment around ads in AI experiences will ultimately hinge on exposure, engagement, and trust over time.

The Future of Search Is AI-Driven

Taken together, these findings point to a broader transformation: search is becoming more intent-driven, conversational, and outcome-oriented. For brands and marketers, this means rethinking traditional approaches:

• Optimize not just for keywords, but for context and intent
• Prioritize visibility within AI-generated responses
• Deliver relevant, non-intrusive advertising experiences

The opportunity is clear: brands and publishers need to follow the lead of consumers. And based on our latest research, it’s a direct path toward practical AI usage for better search and shopping experiences. 

The next stop on this path? adMarketplace’s AI Discover Beta Program. Joining this limited engagement will offer early, exclusive insights into the growing AI search channel, allowing brands the opportunity to be among the first discovered through relevant ads in these surfaces while giving publishers the opportunity to shape how ad experiences will look and feel for consumers to curry their favor. 

Reach out today to join, or miss out on making AI search your competitive advantage. The choice is yours.