The results are in.
According to the first wave of Kantar’s AI-Enabled Commerce Pulse, 96% of current AI shoppers plan to maintain or increase their use of AI-powered tools for shopping in the next six months.
The net of the net here is that a strong commercial AI strategy is a solid investment for any brand or retailer.
A Tsunami of Adoption
First adopters of any innovation are often its most avid evangelists and require no further convincing to keep using it.
AI shopping adoption is growing so swiftly that we are already past those early phases.
Kantar’s study shows that 75% of shoppers have used AI-powered tools for shopping, the second most common use behind research and education purposes.
AI use is no longer a niche or nascent trend popular only among technology enthusiasts. It is a well-established touchpoint in most shoppers’ routines.
The brands and retailers that keep pace with how these tools work and how shoppers are using them will come out on top.
AI Shopping: Better, Faster, Easier
The top AI shopping use cases align perfectly with the top benefits of using AI: time and money savings. Kantar’s study shows that two in five AI shoppers are using AI to compare prices across retailers (41%) or to find coupons, deals, and promotions (40%).
This behavior is not only effectively saving money for 44% of AI shoppers but also dismantling a key decision point: where to go to fulfill a purchase.
Eliminating this cognitive load is a matter of increasing importance in a world of sky-high gas prices. Shoppers looking to reduce trips will rely on AI to help them triangulate the nearest convenience store with the cheapest gas and the nearest retailer with the lowest prices.
Not so long ago, this kind of strategizing required time-intensive research: perusing multiple retailer websites, checking Gas Buddy, perhaps even studying Google Maps.
Now a simple query decides a trip in nanoseconds.
Ease is addictive. The more effective AI becomes at carving out precious time in shoppers’ complex lives, the more they will rely on it.
Brands and retailers that invest in showing up reliably for shoppers looking to save are going to own the AI game.
Decoding AI Trends to Win
With AI’s strong existing user base and clear benefits, AI use is only going to keep growing. Like the simple shopping cart, the more shoppers who see others relying on AI tools and reducing friction, the more they will adopt it.
To win, you must:
- Establish baseline: How is AI use and shopping adoption growing?
- Dedicate resources: How are my brands affected?
- Invest in an AI-centric commercial strategy: Ensure comms and tactics are reaching a growing shopper segment.
Kantar’s AI-Enabled Commerce Pulse supports ongoing education and strategy development with quarterly check-ins on shoppers’ AI shopping adoption and behaviors. Reach out now for an opportunity to influence Wave 2 and stay tuned for our next Wave 1 insights release.
