According to NIQ’s latest Agentic Commerce Tracker, 51% of US consumers used at least one AI tool to assist with shopping in the last month, marking a key milestone in mainstream AI adoption for retail.
- 51% of US consumers used AI tools in shopping last month
- AI aids in product comparison and decision compression
- Retailers must optimize product data for AI search prominence
What happened
NIQ's newest data from its Agentic Commerce Tracker reveals that 51% of consumers in the United States have used at least one AI-powered tool to assist with shopping over the past month. This marks the first time AI shopping use has passed the 50% threshold, illustrating rapid growth over recent quarters.
Users primarily leverage AI for product recommendations, cited by 20% of consumers, followed by AI personal shopping assistants at 16%. The technology supports consumers by helping them compare options, assess value, and narrow down choices across the entire shopping journey, from discovery to purchase.
Why it matters
This milestone indicates that AI-assisted shopping has moved beyond early adopters into mainstream behavior. For brands and retailers, the implications are significant: product content quality, accessibility via AI tools, and structured product information are becoming as important as traditional shelf placement and search rankings.
The shopping experience is shifting from being primarily search-driven to AI-driven, accelerating the need for marketers to adapt their strategies. As Liz Buchanan, NIQ’s president for North America, emphasized, many organizations may be underestimating the speed of this transition.
What to watch next
NIQ is collaborating with Similarweb to develop tools that track brand visibility across AI assistants like ChatGPT, Google AI, and others, as well as the traffic and sales generated via these channels. The initial rollout will begin in late 2026 for selected categories and markets, providing important data for brands navigating this evolving landscape.
Meanwhile, AI-driven commerce is expanding beyond product discovery into purchase facilitation, with payment companies partnering on identity verification for AI shopping agents. The broader trend toward agentic commerce is also reshaping grocery shopping and promises continued growth and innovation in AI’s role in retail.