Shoppers are using AI to research products, find value and plan meals, creating new opportunities to influence decisions and build loyalty.
The capabilities of AI are evolving, as shoppers use AI-embedded technology to complete tasks and navigate different shopping missions. While reported use of AI in shopping has remained relatively stable month-on-month, many shoppers may be using AI-enabled tools without actively seeking them out. From browser-generated recommendations to AI-powered app features, AI is playing a more integrated role in the shopper journey.
Shoppers are using AI to find the best value
AI is also helping shoppers make purchase decisions. Rather than searching through retailer websites or forums, shoppers are using AI to quickly access reviews, compare products and identify the best value options. AI is also helping shoppers compare prices, track promotions and find deals aligned to their preferences and budgets.
As product information becomes more accessible, AI may accelerate the shift towards more planned shopping behaviours, enabling shoppers to research and make decisions before they enter the store. Retailers and brands can support these shoppers through AI-powered assistants and QR codes that provide access to further information.
Meal planning is an emerging way in which AI is shaping everyday decisions
Global retailers are deploying AI-powered assistants that recommend recipes, build shopping baskets and create personalised meal plans. As shoppers increasingly plan meals to save time and money, AI is helping make this process easier.
More advanced tools can draw on loyalty card data, purchase history and dietary preferences to deliver highly relevant recommendations. As these systems learn more about shoppers' habits and preferences, they have the potential to strengthen loyalty and engagement. Tesco, for example, is trialling an AI assistant that uses purchase history, dietary preferences and ingredients already available at home to generate meal ideas and shopping lists.
The demographics most likely to use AI for meal planning are 25–34-year-olds (47%) and parents of children under 10 (49%). These groups are often balancing busy schedules and are looking for convenient solutions. This is particularly relevant given the September rise in shoppers planning to cook from scratch and prepare meals in advance. AI tools that help shoppers save time, manage picky children's preferences and achieve specific health goals are best placed to influence shoppers.