A new survey from Commerce and Future Commerce shows that younger generations are turning to AI platforms in numbers when deciding what to buy. The report, titled New Modes: How AI is Shaping New Commerce Contexts and Expectations, looked at 1,000 consumers across the US, UK and Australia/New Zealand.
The findings show that 33% of Gen Z and 26% of Millennials use AI tools for product research, compared to 37% and 40% who still use search engines. Only 13% of Gen X and 3% of Boomers use AI in this way. For many younger buyers, AI now sits alongside traditional search as the first place to start.
The study also found that 23% of Gen Z and 27% of Millennials already trust AI platforms more than people for product recommendations. LLM tools such as ChatGPT, Perplexity and Gemini are part of daily life, with 41% of all respondents using them every day…
What Does This Mean For Shopping Habits?
The survey shows that shopping has become more of a constant state with 48% of consumers having said they keep a “perpetual shopping list” in their minds. 2 in 3 Millennials described themselves as living in constant purchase consideration, while Gen Z was twice as likely as Boomers to wake up thinking about shopping.
Al Williams, general manager of B2C at Commerce, the parent company of BigCommerce, Feedonomics and Makeswift, said, “Agentic commerce is no longer a concept on the horizon, it’s here, and it’s already the first stop in the shopping journey.
“Gen Z and Millennials now trust AI more than search, social or influencers to guide what they buy. The shift is clear: brands that show up inside AI-driven platforms will be the ones earning relevance and loyalty in this new era.”
Platforms like YouTube, WhatsApp and ChatGPT are main platform helping people get inspiration and make purchases. These are no longer only communication or entertainment tools because now they are also shopping spaces. Gen X and Boomers are more likely to turn to Amazon or search engines when they have a clear need, but under-45s are immersed in a cycle of culture, community and commerce.
Smartphones are the preferred device with 86% of the respondents owning one. About 40% use it for online purchases, compared with 28% who buy through a desktop and 11% through a tablet. People are also starting to make purchases through connected TVs, gaming consoles and wearables. This is just how embedded shopping has become in daily routines.
How Do Generations Differ?
Gen Z and Millennials are almost level in their use of AI and search for product research, at 33% and 26% for AI, versus 37% and 40% for search. Gen X and Boomers are far more traditional, preferring search engines at 63% and 85%.
For discovery, social and creator-led platforms are a big influencing factor. Facebook, Instagram and YouTube are the top three sources for finding new products. When it comes to purchases, Amazon still dominates at 39%, but platforms like Temu at 23% and Shein at 19% are really catching up in growth.
AI is also changing trust patterns with younger buyers more willing to see AI as reliable and unbiased compared to influencers, whose content is often viewed as commercial. 13% of consumers agreed with the statement that “AI is not motivated to sell me something,” contrasting it with influencers who are often linked to paid promotion.
What Frustrates Online Shoppers?
The survey also exposed where online shopping experiences fall short. 63% of consumers said they abandon carts when forced to create accounts. 58% said returning purchases is the most frustrating part of online shopping, and another 58% said poor website design bothers them.
At the same time, people want more personalised experiences. 42% said they want deals that match their interests, 35% want recommendations based on search history and 34% based on past purchases. But tolerance for excess marketing is low, with 55% saying they would unsubscribe from a brand if it sent too many messages.
Is AI Becoming a Shopping Companion?
The research shows AI could be moving beyond a functional tool into something more personal. 13% of consumers said speaking to voice assistants like Siri and Alexa feels more intimate than typing a query. Sam Altman, CEO of OpenAI, commented in an interview that young people use ChatGPT as a therapist or life coach as much as a shopping tool.
“Consumers are embracing a new omnimodal reality. Shopping is no longer just an activity—it’s an identity,” said said Phillip Jackson, co-founder and CEO of Future Commerce.
“AI platforms aren’t just tools; they’re becoming trusted companions in the consumer journey. For retailers and brands, the implication is clear: the path to trust and loyalty increasingly runs through AI-driven channels.”
