AI Is Now the First Stop: Two-Thirds of US Shoppers Consult It Before They Buy
Artificial intelligence has quietly moved from novelty to necessity in the American shopping cart. New research from Zip Co Limited (ASX: ZIP) — the digital financial services company building people-centred products for everyday Americans — finds that AI is now firmly embedded in the modern shopping journey, with consumers leaning on it to discover, evaluate and buy products with greater confidence.
The survey of 1,755 Zip US shoppers shows adoption has crossed decisively into the mainstream. More than two-thirds of respondents (68%) reported using an AI tool within the past three months, and nearly two-thirds of those shoppers (65%) engage with AI at least weekly.
AI Has Become Part of the Path to Purchase
The findings suggest AI is no longer a side experiment for curious consumers — it is an increasingly influential step in how people decide what to buy. Key findings from the research include:
- Among AI shoppers, 79% used AI for research and learning, while 66% use it to compare products, brands or services.
- More than three quarters (77%) say AI has some or a lot of influence on their purchase decisions.
- Despite growing adoption, 79% of shoppers say they want full control over final purchase decisions.
- One in four (24%) shoppers used AI to help with a shopping or purchase decision in the past three months.
The speed dividend is real, too. Nearly half of AI shoppers (48%) said the technology helped them make purchase decisions faster, while more than one-third (35%) said it introduced them to new products or brands they may not have otherwise considered — a discovery effect with direct implications for brands competing for attention.
AI is reshaping how Americans shop, and our shoppers are leading that shift. What this research shows is people are using AI to shop with more intention and confidence. Whether it's researching products, comparing alternatives, or validating a purchase, AI is becoming an increasingly important part of the shopping journey. — Joe Heck, US CEO
The Control Paradox at the Heart of AI Commerce
The research also surfaces a growing tension at the center of AI-enabled commerce: shoppers are happy to embrace intelligent assistance, but they remain cautious about handing over the wheel. Nearly four in five respondents (79%) said they want full control over final purchase decisions — a signal that transparency, trust and consumer choice matter more, not less, as AI becomes deeply woven into retail and commerce experiences.
That said, the door to autonomous shopping is not closed. Slightly more than half of shoppers (51%) said they would be comfortable with AI completing a purchase on their behalf, suggesting the market is split almost down the middle on delegated buying.
As AI becomes a bigger part of the commerce ecosystem, trust becomes even more important. The message from shoppers is clear: they want technology that helps make smarter decisions, but still expect to remain firmly in control. The future of commerce won't be about replacing human decision-making, it will be about empowering better decisions through technology. — Joe Heck, US CEO
Why Marketers Should Pay Attention
For brands and retailers, the numbers point to a shifting discovery layer. If 79% of AI shoppers are using these tools for research and 66% for comparison, the moment of consideration is increasingly happening inside an AI interface rather than on a search results page or a product listing. Winning that moment means being accurately represented, clearly differentiated and easy for a machine to summarise — while still respecting the shopper's insistence on making the final call.
About the Research
The research was conducted via an online survey of 1,755 US Zip shoppers.
Background: Zip Co Limited
Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company offering innovative and people-centred products. Operating in two core markets — Australia and New Zealand (ANZ) and the United States (US) — Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.
Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers take control of their financial future and helping merchants grow their businesses.
Key Takeaways
- AI use is mainstream, not experimental. 68% of the 1,755 US shoppers surveyed used an AI tool in the past three months, and 65% of those engage with it at least weekly.
- Research and comparison are the core use cases. 79% of AI shoppers use it for research and learning; 66% use it to compare products, brands or services.
- Influence on buying is high. 77% say AI has some or a lot of influence on their purchase decisions, and 24% used it for a specific shopping decision in the past three months.
- It speeds decisions and drives discovery. 48% say AI helped them decide faster, while 35% were introduced to new products or brands they might not have considered.
- Shoppers still want the final word. 79% insist on full control over final purchase decisions — even though 51% would be comfortable letting AI complete a purchase autonomously.
- Trust is the deciding variable. As AI moves deeper into commerce, transparency and consumer choice become the price of entry for brands hoping to be surfaced, compared and chosen inside AI interfaces.