TLDR: A new report by Omnisend reveals that generative AI has become a mainstream tool for online shoppers, with approximately half of consumers in the US, UK, Canada, and Australia using AI for e-commerce tasks monthly. ChatGPT leads as the preferred AI assistant, often favored over traditional search engines like Google for product recommendations. While convenience is a major draw, significant concerns regarding privacy and trust persist, prompting experts to advise retailers on transparent and user-controlled AI integration.
Generative artificial intelligence (AI) has officially entered the mainstream of online shopping, with a recent Omnisend report indicating that roughly 50% of consumers across the United States, United Kingdom, Canada, and Australia now utilize these tools for their e-commerce activities on a monthly basis. The study, conducted in July 2025, surveyed 4,000 adults across these key markets, highlighting a significant shift in consumer behavior.
ChatGPT has emerged as the dominant force in this new shopping landscape, with 46% of AI-using shoppers globally naming it their preferred assistant. This preference is even more pronounced in the U.S., where a striking 65% of consumers turn to ChatGPT for their shopping needs. A notable finding is that 25-27% of shoppers across all surveyed countries believe ChatGPT’s product recommendations surpass those offered by Google.
Marty Bauer, an e-commerce expert at Omnisend, explained the appeal: “Googling often means ads, SEO content, and dozens of open tabs before you find what you need. Gen AI tends to act like a knowledgeable friend — it distills, summarizes, and points you in the right direction without the noise.” This ability to provide concise and relevant information is driving its adoption.
Consumers are leveraging generative AI for a variety of shopping tasks. The top use cases include product research (57% in the U.S., 33-34% in CA, UK, AU), personalized product recommendations (45% in the U.S., 26-28% in CA, UK, AU), and finding deals (40% in the U.S., 18-20% in CA, UK, AU).
Despite the growing adoption, trust remains a critical factor. While 27-29% of consumers find that AI makes online shopping less overwhelming, and the reluctance to let AI handle transactions has nearly halved from 66% in February to 32% currently, a significant 85% of shoppers still harbor concerns. The primary worries include privacy and data security (43%), AI misinterpreting preferences (37%), irrelevant recommendations (35%), and the potential for AI to be overused in e-commerce (26%).
Bauer emphasized the importance of building trust as AI’s role expands. “A drop in hesitation shows that convenience can quickly outweigh fear when the experience is smooth and transparent,” Bauer noted. “But the fact that so many shoppers still cite privacy and accuracy concerns means trust will define AI’s next chapter in ecommerce.”
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- New Safeguards Emerge for Autonomous AI Agents Amid Rising Concerns Over Risky Behavior and Trust Deficits
To navigate this evolving landscape, Omnisend recommends that e-commerce brands prioritize transparency and user control. This includes giving shoppers clear control over how AI works and what data it uses, designing for permission by requiring approval before AI executes actions like adding items to a cart, and maintaining a visible human touch, allowing easy transitions to live customer support, especially for high-value purchases.
