Nearly 60% of Americans Use Gen AI Tools for Online Shopping – 1 in 4 Say ChatGPT Beats Google for Product Research

A new Omnisend survey of 1,200 American consumers reveals that generative AI is reshaping online shopping habits in major ways. Fifty-nine percent  of respondents already use Gen AI tools for various shopping tasks, and far fewer feel reluctant to let AI handle transactions – 32% compared to 66% back in February.

However, despite widespread adoption, 85% report lingering concerns over privacy, personalization, and overall AI fatigue.

“Openness to AI is clearly on the rise, and businesses can no longer ignore it,” says Marty Bauer, Ecommerce Expert at Omnisend. “But there’s a big difference between offering suggestions and inserting AI into every interaction in a way that feels intrusive. As privacy remains a major concern, ecommerce businesses must be crystal clear about where, why, and how they use AI.”

65% opt for ChatGPT, 25% say it outperforms Google

With nearly two-thirds of Americans using Gen AI tools as their online shopping assistants, 29% say it makes the experience less overwhelming – and they’re turning to it most often for:

• Product research – 57%
• Personalized recommendations – 45%
• Finding deals – 40%

While various tools like Perplexity AI and Amazon Rufus were mentioned, 65% of those using Gen AI when shopping online prefer ChatGPT. In fact, one-in-four agree its product recommendations are better than Google’s.

“Googling often means ads, SEO content, and dozens of open tabs before you find what you need,” explains Bauer. “In contrast, generative AI tools tend to give you a distilled answer similar to that of a knowledgeable friend, making it easy to see why shoppers would choose one over the other to help with purchase decisions.”

85% remain unconvinced as others warm to AI handling checkout

In just five months, consumer acceptance of AI completing purchases on their behalf has nearly doubled – a significant shift as OpenAI reportedly develops checkout features for ChatGPT similar to those already offered by Perplexity AI, highlighting how close AI-driven commerce is to becoming mainstream.

But while openness to AI might be growing, many shoppers remain cautious. In fact, 85% report having concerns, including:

• Privacy and data security – 43%
• AI misinterpreting preferences  – 37%
• Irrelevant recommendations – 35%
• AI being overused in ecommerce – 26%

“A drop in hesitation shows that convenience can quickly outweigh fear when the experience is smooth and transparent,” Bauer notes. “But the fact that so many shoppers still cite privacy and accuracy concerns means trust will define AI’s next chapter in ecommerce.”

Tips for ecommerce brands leveraging generative AI

As companies like Amazon, Walmart, and Mastercard advance agentic AI tools – not to mention automated checkout features reportedly coming to ChatGPT – lingering scepticism shows that retailers must build trust before expanding AI’s role in the purchase journey. Bauer recommends the following:

1. Giving shoppers control is non-negotiable. Be transparent about how AI works, what data it uses, and allow instant opt‑in/out. The more control people have, the more trust they’ll place in your tools.
2. Design for permission. Build in approval points before AI executes any action, such as adding items to a cart or initiating checkout. Having the option to approve or decline reassures customers at best and prevents misunderstandings at worst.
3. Keep a visible human touch. Make it easy to switch from AI support to a live person – especially for high‑value or personal purchases where people tend to trust people more.