Recent studies illustrate the impact of AI on product discovery and selection, shedding light on consumer behavior in agentic commerce.
CHICAGO, May 5, 2026—(BUSINESS WIRE)—Following its recent report on the rise of agentic commerce, NielsenIQ (NYSE: NIQ), a prominent consumer intelligence company, has released new data illustrating that AI is becoming an integral part of consumers’ shopping experiences—providing one of the first comprehensive, data-backed perspectives on how this transformation occurs.
NielsenIQ’s research indicates that AI plays a significant role in how consumers assess options, compare products, seek out the best prices or discounts, and refine their choices prior to purchase. Rather than taking over decision-making entirely, AI serves as an influential guide, transforming the purchasing journey while keeping consumers in control.
The adoption of AI is already embedded throughout the shopping journey, with varying levels of engagement from consumers. Key findings from the recent research include:
-
42% of consumers have utilized at least one AI tool for shopping in the past month.
-
17% have relied on AI for product recommendations.
-
10% have used a voice assistant to make purchases or reorder items.
-
19% utilize subscription or auto-replenishment features for repeat purchases.
-
10% have interacted with an AI-powered shopping assistant.
-
5% have engaged with fully autonomous AI agents to place orders on their behalf.
These behaviors illustrate that while entirely autonomous shopping remains a niche, AI-assisted decision-making is becoming standard practice for many consumers.
“We are observing the initial phases of a major shift in the industry from search to decision,” remarked Liz Buchanan, President of North America at NIQ. “AI is not replacing consumers but is significantly altering how choices are made. The companies that thrive in this new era will be the ones that successfully engage in these moments, delivering both value and trust.”
The research also highlights an important nuance: while consumers are increasingly receptive to AI-assisted shopping, most are not yet willing to fully hand over decision-making. Instead, AI serves as a tool to streamline and expedite the choice process, optimizing the journey from consideration to selection while maintaining human agency.
This shift elevates the importance of trust. As AI increasingly shapes what consumers perceive and evaluate, expectations around accuracy, transparency, and data responsibility are elevated. Consumers are open to switching brands for better value; however, in an AI-influenced landscape, brands that fall short of these expectations risk being overlooked entirely.
