Gen AI becomes everyday tool for two-thirds of shoppers, report

Artificial intelligence is becoming a mainstream companion in ecommerce, with many shoppers relying on it to discover and select products. According to the third annual State of Ecommerce report from Constructor and Shopify, 45 percent of consumers do not care whether a recommendation comes from a human or AI, as long as it matches their needs.

The report, based on an August 2025 survey of more than 1,500 consumers in the U.S., U.K. and Germany, highlights how generative AI and conversational agents are influencing buying decisions. Respondents included a mix of ages and income levels.

Everyday use extends into shopping

Nearly two-thirds of shoppers (64 percent) now use generative AI tools such as ChatGPT in their daily lives, up from 51 percent in 2024. Almost six in ten (58 percent) say they are comfortable using conversational AI tools on retail sites, a sharp increase over the past two years.

When asked about decision-making, 77 percent of consumers reported often feeling uncertain about what to buy when visiting a retailer’s website. In those moments, 60 percent said they would welcome guidance from an AI shopping assistant, with Gen Z and millennial shoppers especially receptive.

Trusting AI with personal taste

As AI becomes embedded in daily routines, shoppers are beginning to trust it with more personal choices. More than a quarter (26 percent) believe algorithms that draw on browsing and purchase history understand their tastes better than influencers, though close friends remain more trusted at 46 percent. Nearly one in five (19 percent) trust AI more than their partner when it comes to selecting a gift.

Generational divides are clear: one quarter of Gen Z shoppers think AI would pick a better gift than their partner, compared with just 7 percent of Boomers. Consumers also lean slightly toward AI when it comes to outfit selection.

Product discovery habits shift by generation

Search and discovery remain central to ecommerce, but approaches vary across age groups. A quarter of shoppers say they start product searches on TikTok, with the share rising to 46 percent among Gen Z. In contrast, Boomers overwhelmingly favor Google, which remains the top entry point overall at 84 percent.

Amazon is also a dominant starting point, used by 63 percent of respondents, while only 23 percent begin directly on retailer websites. Large language models are entering the mix as well, with 13 percent of shoppers starting searches on platforms such as ChatGPT.

Search frustrations hurt retailers

Despite advances in technology, 68 percent of shoppers say search functions on retail sites fall short. Common frustrations include irrelevant results, slow navigation, and repeated query reformulation. Nearly half report spending at least three minutes scrolling before finding the right product, with a quarter taking more than eight minutes.

These challenges drive shoppers elsewhere: 47 percent often leave a site immediately after a poor search experience, while 44 percent choose a different retailer. Two-thirds admit to abandoning a search in frustration and moving to Amazon.

Retail media ads under scrutiny

Retail media spending continues to rise, but consumers remain skeptical. Almost half (47 percent) trust sponsored product listings less than organic results, and over a quarter find them disruptive. Only 6 percent say they actively like these ads, while one in four would pay for an ad-free shopping experience.

Jason Zollan, Head of Retail Media, Constructor: “Shoppers are clear: Sponsored placements have to add value, not distraction. When ads are meaningful and held to the same high relevancy standards as organic results, they can guide discovery in ways that benefit everyone.”

Dale Traxler, Director of Technology Partnerships, Shopify: “Commerce has never been more dynamic — customers jump between channels, discover products everywhere, and expect experiences that just work. What merchants need now is the power to be wherever their customers are, with experiences that feel seamless and authentic at every touchpoint.”

The full report can be accessed here

www.constructor.com

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