The way Americans shop online is shifting as people use new tools to research products and services before buying. Instead of relying solely on search engines and retailer websites, many consumers are turning to generative AI for faster, more direct answers.
To better understand this shift, CouponFollow surveyed 1,007 U.S. consumers about how they use AI tools during the shopping process. AI is influencing decision-making, deal discovery, and when shoppers ultimately choose to buy.
81% of consumers have used AI to research a purchase.
59% of AI shoppers say AI helped them find a better deal faster than they could have on their own.
55% of AI shoppers have deliberately chosen AI over Google Search because search results feel too cluttered or ad-heavy.
39% of AI shoppers have asked AI whether to buy now or wait for a sale, and those who acted on the advice estimate saving an average of $287 in the past year.
Consumers are rapidly integrating AI into their shopping routines, with preferences shifting from traditional search to more conversational tools.
Overall, 81% of consumers have used AI tools to research a product before buying at least once. And more than half of AI shoppers (55%) said they've chosen to use AI instead of Google Search because search results feel too cluttered and full of ads.
Younger shoppers are leading the way, with Gen Z showing the highest adoption rates and strongest engagement with AI tools (52%). They are also more likely to use AI for price-checking (42%) than millennials (30%), Gen X (28%), and baby boomers (25%).
But some consumers remain hesitant to adopt AI for shopping. Many prefer traditional research methods (68%) or question the reliability of AI-generated information (55%). Others feel their current approach already works well enough (51%). Respondents who are open to trying AI want clear proof of better deals (33%), improved accuracy (24%), and stronger privacy protections (19%).
Many shoppers are also using AI tools to guide timing, evaluate deals, and even reconsider purchases.
More than half of AI shoppers (59%) said AI helps them find better deals faster than they could on their own. Younger generations are especially likely to consult AI about when to buy, with 52% of Gen Z and 42% of millennial shoppers asking the recommendation of AI tools, compared to 29% of Gen X and 24% of baby boomers.
AI is also influencing restraint. Gen Z shoppers (18%) most commonly report being talked out of a purchase completely by an AI tool, compared to 12% of millennials, 6% of Gen X, and 11% of baby boomers. This indicates that AI is helping consumers avoid unnecessary spending as much as it is helping them find deals. Of AI shoppers who asked AI whether to buy now or wait for a sale (39%), those who acted on the advice saved an average of $287 in the past year.
AI-assisted shopping is especially popular in certain product categories, where research and comparison are common practices. Here's where consumers see the most value in using AI tools.
Consumer electronics and personal care products are leading categories for AI-assisted shopping at 45%. These purchases often involve more research, making them a natural fit for tools that simplify comparisons and highlight value.
Different generations show unique preferences in how they apply AI across categories:
Overall, AI is becoming a versatile tool that adapts to various shopping needs, helping consumers navigate everything from everyday essentials to larger investments.
AI is becoming an essential part of how Americans shop, influencing everything from research to final purchase decisions. As more consumers turn to these tools for faster insights and better deals, traditional shopping behaviors are changing.
Generational differences show how adoption and usage continue to grow, especially among younger shoppers. For those looking to maximize savings and make more informed decisions, combining AI insights with tools like CouponFollow can help unlock even greater value.
We surveyed 1,007 U.S. consumers in April 2026 about their use of generative AI tools when researching purchases. The study explored the frequency and nature of AI-assisted shopping research. Respondents were distributed across genders (54% women, 44% men, 1% non-binary, 1% prefer not to answer) and generations (Gen Z 18%, millennials 50%, Gen X 24%, baby boomers 8%). The survey was conducted online in April of 2026. All percentages are rounded to the nearest whole number.
CouponFollow helps shoppers save money by finding verified promo codes, discounts, and deals from thousands of retailers. With tools like Cently, users can automatically apply the best available codes at checkout. Whether you are comparing prices or looking for extra savings, CouponFollow makes it easier to shop smarter and spend less.
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