Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Buyer behaviour

Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%
Claude	17.6%
Perplexity	11.3%

Share of AI shoppers using each AI assistant in the past 90 days

Reader Note:: Among 550 U.S. shoppers who used AI for product research in the past 90 days. Respondents could name every assistant they used, so shares sum past 100%. Google Gemini 63.5%, ChatGPT 60.0%, Amazon's shopping assistant 27.5%, Walmart's shopping assistant 22.5%, Microsoft Copilot 22.4%, Claude 17.6%, Perplexity 11.3%. 64.0% use two or more assistants; the average is 2.25. Grok and Meta AI were not on the list and appeared only as write-ins. Self-reported online survey of U.S. adults (Aug 27 – Sep 1, 2026), unweighted; Product.ai sells verification products for commerce.
Evidence:: Self-reported behaviour
Vendor interest:: High — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Survey of 1,493 U.S. adults who shop for products, online or in stores, from a general-population panel; unweighted with quotas on age, gender, and region. Trend comparisons use 1,247 online shoppers; AI-user findings mostly use 550 respondents who used AI for product research in the past 90 days.

Good for

A rough sense of size and direction, and deciding what to look at first.

Exact numbers, or saying that one thing caused another.
This was measured in one market. It may not hold where you are.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

86% of both Gen Z and Millennials say a smartphone is their most important device

Share of each generation calling smartphone their most important device
Generation	Share saying smartphone is most important device (%)
Gen Z	86%
Millennials	86%
Gen X	82%
Baby Boomers	58%

AI made people 11.7 points more confident even though about half its answers were faulty

Our Substack turns the data behind these cards into full breakdowns: what changed, why, and what to do about it.

38%

adoption increase in older populations after Dubai Smart ID used a calming tone and simpler biometric explanations in 2021

Only 36% of Gen Z call themselves price-conscious, vs 40% of Millennials, 45% of Gen X and 55% of Boomers

Share of each generation who describe themselves as price-conscious
Generation	Share who describe themselves as price-conscious (%)
Gen Z	36%
Millennials	40%
Gen X	45%
Baby Boomers	55%

60%–90%

of consumers’ value perception was explained by price perception across multiple subsectors in Deloitte’s regression analysis