September 16, 2025
Move Over Google: Gen Z’s New Shopping BFF is AI
A new report shows that younger consumers are rapidly embracing artificial intelligence as a trusted partner in their shopping journey. According to Commerce and Future Commerce’s New Modes: How AI is Shaping New Commerce Contexts and Expectations report, one in three Gen Z shoppers (33%) now prefer AI platforms over traditional search engines for product research, while more than a quarter of Millennials (26%) do the same.
By comparison, only 13% of Gen X and a mere 3% of Baby Boomers turn to AI first, highlighting a widening generational gap in shopping behaviours.
The research, based on a survey of 1,000 consumers across the U.S., U.K., and Australia/New Zealand, reveals that AI platforms like ChatGPT and Perplexity are fast becoming indispensable shopping tools. Nearly half of younger shoppers (46% of Gen Z and Millennials) use AI daily, and across all age groups, 41% of consumers report engaging with AI platforms every day. For Gen Z, AI is now nearly as common for product research as traditional search engines—33% versus 37%—a sign that search may no longer be the default starting point for digital discovery.
“Agentic commerce is no longer a concept on the horizon, it’s here, and it’s already the first stop in the shopping journey,” said Al Williams, general manager of B2C at Commerce, the parent company of BigCommerce, Feedonomics and Makeswift. “Gen Z and Millennials now trust AI more than search, social or influencers to guide what they buy. The shift is clear: brands that show up inside AI-driven platforms will be the ones earning relevance and loyalty in this new era.”
Trust Along With Behaviour
Nearly a quarter of Gen Z (23%) and over a quarter of Millennials (27%) say they trust AI-generated product recommendations more than those from other people. This change underscores a larger trend: AI is moving beyond simple efficiency to becoming a credible curator in the consumer journey.
The report also highlights the transformation of commerce. Almost half (48%) of all consumers say they maintain a “perpetual shopping list,” reflecting an always-on mindset where commerce is integrated into daily routines and interactions across culture, media, and community. Platforms like YouTube, WhatsApp, and AI-driven assistants are emerging as key points of inspiration and even transaction, blurring the lines of the traditional shopping funnel.
At the same time, persistent friction in e-commerce remains a challenge for brands. As many as 63% of shoppers abandon their carts when forced to create an account, and 55% would unsubscribe from a brand they like if they receive too many marketing messages. For retailers, the message is clear: competing in this new AI-driven landscape will require not just visibility in generative platforms, but also seamless, flexible, and respectful customer experiences across every touchpoint.
