Who Are AI-First Shoppers?

AI-shopping behavior separates consumers pretty sharply

One of the biggest differences in the study was not a demographic split. It was whether people already use AI regularly while shopping.

Among regular AI shoppers, 42% said AI-created advertising makes them more likely to buy, 33% said it makes no difference, and 25% said it makes them less likely. Among everyone else, the same numbers were 9% more likely, 46% no difference, and 45% less likely.

AI-first shoppers trust and act on AI more often

The differences are pretty substantial. Sixty-seven percent of AI-first shoppers said they had purchased something AI recommended, compared with 33% of other AI shoppers.

Thirty-eight percent of AI-first shoppers said they completely trust AI for shopping, compared with 12% of other AI shoppers. And 45% said they expect their AI shopping use to increase, compared with 18% of other AI shoppers.

Starting the shopping process with AI is associated with much higher trust, more action on recommendations, and stronger expectations of future use. Regular use matters too, even among people who do not necessarily start with AI.

What stands out in the data

The overall consumer response to AI can look cautious, but that average hides a group that is already much further along. Regular AI shoppers are more open to AI-created advertising, and AI-first shoppers are much more likely to trust and act on AI recommendations.

That is why behavioral cuts are so important in this topic. Asking whether "consumers" are ready for AI misses the fact that some already are, while others are nowhere near the same place.

Read the full report:

https://www.lab42.com/ai-shopping-report