Success requires new pathways for product discovery by any AI 

JACKSONVILLE, Fla., Sept. 16, 2026 /PRNewswire/ — A new Acosta Group AI-focused shopper study signals that generative AI is rapidly becoming part of the shopper journey, with 34% of shoppers using AI tools to shop and nearly half of Gen Z shoppers influenced by AI in recent purchase decisions.

These findings arrive in advance of Groceryshop 2026, as retailers and brands evaluate how to reshape their omnichannel commerce strategies.  

“Success,” said John Carroll, president of Connected Commerce for Acosta Group, “requires brands to build new or elevated pathways for their products to be understood, recommended, compared and selected by any AI.”

HOW AND WHY AI IS USED

Gen AI has moved into the mainstream, garnering broad use by Gen Z and Millennial shoppers (74%), and a fast-rising 45% of Boomers. ChatGPT and Google Gemini are shoppers’ preferred tools, with Gemini already routinely used by 25% of shoppers when searching online for products.  

As anticipated, shoppers report saving money, product comparisons, saving time and product research as their primary reasons for using an AI tool. 55% of Gen Z shoppers who use AI tools are using AI as they shop in store. AI usage remains highest for frequently purchased product categories, including grocery and household items, and health and wellness products.   

TRUST REMAINS A BARRIER TO AUTONOMOUS PURCHASING

Gen AI continues to rank as trustworthy as other sources for 60% of all shoppers using the tool. The study reflects that trust is damaged when incorrect or misleading data is delivered, or when shoppers are concerned that AI recommendations are biased by ads, further highlighting the need for brands to ensure accuracy of details across all platforms.

Transparency about how shopper data is stored and protected remains a concern for 48% of all shoppers.

There is an increase in data sharing among some segments. Younger shoppers willing to share information with Gen AI say they are now more likely to share additional personal details, such as their photo or medical history. Similarly, grocery shoppers willing to share information are now more willing to share their preferences, stores or brands with Gen AI.  

Autonomous purchasing remains challenging. In 2026, only 22% of those using Gen AI for shopping trust agents to make purchasing decisions for them. That number increases to 35% for Millennials. 

“Shoppers’ trust in AI for product recommendations has been slow in evolving to allow agents to make purchases on their behalf, reflecting concerns for the privacy of their own lives and those of their families,” said Kathy Risch, SVP Shopper Insights and Thought Leadership for Acosta Group. “The more value shoppers experience with AI, the more likely they will share information, especially as brands and retailers provide transparency on how it will be protected. Companies that earn shopper trust now will be best positioned as AI becomes a more active purchase agent.”

PRODUCT SELECTION IN SHOPPERS’ NEW PATH TO PURCHASE

AI’s influence on purchasing is growing. Half of Gen Z and Millennials who use AI tools reported that AI had influenced their buying decisions in the past three months. 

For shoppers influenced by AI, its primary impact was helping them choose from among product options. The value of brand awareness and loyalty was apparent, as nearly half said they’d likely select a known brand if presented an unfamiliar option. However, 40% reported that they had tried a new brand, highlighting opportunities for discovery.   

“To meet this evolving shopper path to purchase,” said Carroll, “we aren’t focusing on agent readiness, but rather on helping brands develop a grounded, measurable approach that will help them grow in consumers’ increasingly agent-driven shopper journeys.”

One key is to apply the core fundamentals, but at a much more elevated and nuanced level.  Carroll recommends that brands invest in four areas: retailer readiness – the brilliant basics; shopper understanding, to learn how consumers are sharing their needs, problems, occasions and desired outcomes; AI discoverability, to confirm that AI systems are consistently understanding and making product recommendations across platforms; and experimentation, because consumer shopping behavior will continue to evolve and to stay relevant, it’s necessary to test new concepts.

“Brands’ and retailers’ future growth will require knowing how products move through the AI commerce stack we’ve defined, evolving from discovery to decision to transaction,” said Carroll.

Research for this AI Shopper Study was conducted May 15-21, 2026, with 1,271 U.S. shoppers of at least one retail channel in the prior three months. Respondents are part of Acosta Group’s proprietary Shopper Community, comprised of over 40,000 demographically diverse shoppers from across the U.S. To learn more about the study, visit Acosta Group AI Shopper Study, 2026.  

ABOUT ACOSTA GROUP

Acosta Group is a collective of the most trusted retail, marketing and foodservice agencies empowering brands and retailers to win in the modern marketplace. By delivering transformative, commerce-focused solutions and a century of expertise, Acosta Group connects the company’s partners with people at every point in the consumer journey.

Comprised of Acosta, ActionLink, ADW, CORE Away From Home, CROSSMARK, Mosaic, Premium Retail Services, and Product Connections, Acosta Group understands and anticipates evolving consumer needs, fueling accelerated performance to connect tomorrow’s commerce today. For more information, please visit acosta.group

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SOURCE Acosta Group