A new global survey has found that a significant portion of Gen Z and Millennial consumers now prefer turning to artificial intelligence platforms over traditional search engines, social media, or influencers for shopping advice.
The study, conducted by Commerce in partnership with Future Commerce, surveyed 1,000 consumers in the US, UK, and Australia/New Zealand, providing insight into changing behaviours in product research and trust in the digital age. The report reveals that 33% of Gen Z and 26% of Millennials surveyed now favour AI platforms for product research, a trend that is particularly pronounced in Australia and New Zealand.
Preference shift
The findings suggest a marked shift in how younger generations start their shopping journeys. Gen Z shoppers, according to the report, are nearly as likely to use AI platforms (33%) as they are search engines (37%) for researching products. Among Millennials, 26% said they prefer AI platforms, with 40% still opting for search engines by comparison. Older generations, such as Gen X (13%) and Boomers (3%), remain more committed to established research channels.
This trend represents a move toward what the report labels an "agentic commerce" era - where artificial intelligence is not just a supplementary tool, but forms the foundational starting point for many consumers' purchasing decisions.
Trust in AI recommendations
The survey found that 23% of Gen Z and 27% of Millennials surveyed trust AI product recommendations more than human-generated ones, including those offered by social media influencers. Notably, 41% of all respondents reported daily use of large language model (LLM) platforms such as ChatGPT and Perplexity. In Australia and New Zealand specifically, 46% of Gen Z and Millennials said they use AI platforms every day.
Al Williams, General Manager of B2C at Commerce, underscored the transformative impact of these behaviours, stating,
"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."
Changing commerce journeys
The report indicates that shopping is becoming an "always-on" activity among all consumer age groups, with 48% confirming they keep a perpetual shopping list - revealing that commerce is increasingly woven into day-to-day life, culture, and media consumption. Platforms including YouTube, WhatsApp, and ChatGPT are playing more significant roles for both shopping inspiration and direct transactions, reflecting ongoing changes in how consumers interact with brands online.
The integration of AI into the shopper's research phase is also changing what brands need to consider in terms of digital presence. The report recommends retailers develop robust Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) strategies to provide more complete and useful product information directly to AI platforms used by their target audiences.
Phillip Jackson, Co-Founder and Chief Executive Officer of Future Commerce, commented on the implications for retailers, stating,
"Consumers are embracing a new omnimodal reality. Shopping is no longer just an activity - it's an identity. AI platforms aren't just tools; they're becoming trusted companions in the consumer journey. For retailers and brands, the implication is clear: the path to trust and loyalty increasingly runs through AI-driven channels."
Friction in eCommerce
Despite the uptake of advanced technology, traditional challenges remain. The report also found that 63% of consumers across all age groups abandon online shopping carts when required to create a new account, indicating ongoing friction in branded eCommerce experiences. In addition, brand engagement appears vulnerable to digital marketing saturation, as 55% of respondents stated they would unsubscribe from a preferred brand if overwhelmed by marketing communications.
Methodology and demographics
The online survey was conducted with equal gender representation, including respondents from the US, UK, Australia, and New Zealand. The participant pool was evenly distributed by age group, covering Gen Z (18–28), Millennials (29–44), Gen X (45–60), and Boomers (60+).
The data presented in the report highlight evolving commerce behaviours and point to the necessity for brands to adapt their strategies to align with a future in which AI platforms play a central role in the shopping process for younger generations.
