Over half of Aussies Now Use Gen AI Tools for Online Shopping – 27% Say ChatGPT Beats Google for Product Research

A new Omnisend survey of more than 1,000 Australian consumers reveals that generative AI is reshaping online shopping habits in major ways. 55% of respondents already use Gen AI tools for various shopping tasks, turning to it most often for product research (34%), personalized recommendations (27%), and gift ideas (20%).

However, despite widespread adoption, 84% report lingering concerns – especially when it comes to final purchase decisions.

“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 helpful suggestions and giving someone access to your wallet. As trust issues remain, ecommerce brands must be crystal clear about where, why, and how they use AI.”

40% opt for ChatGPT, 27% say it outperforms Google

With a majority of Aussies now turning to Gen AI as their online shopping assistant, more than a quarter (27%) say it makes the process less overwhelming. Among the tools mentioned – including Perplexity AI and Amazon Rufus – ChatGPT stands out, preferred by 40% of shoppers.

“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 for purchase decisions.”

84% remain unconvinced, nearly a third wary of AI handling checkout

Openness to AI may be growing, but 84% of shoppers still express concerns, including:

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

In addition, 32% are reluctant to let AI handle purchases on their behalf – a significant hesitation as OpenAI explores checkout features in ChatGPT, similar to those already offered by Perplexity AI.

“AI in ecommerce touches two very sensitive areas: money and autonomy. When shoppers hear about AI checkout, their first worry isn’t convenience – it’s a machine making choices for them and the costly mistakes that might follow,” says Bauer. “For most people to trust AI with purchases, it will take a major shift in habits – and that level of trust takes time to earn.”

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. Marty 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.