One in four shoppers use generative AI for retail purchases
24% of consumers have used generative AI while shopping, with 35% planning to adopt it soon, according to Capgemini's November 2024 data.
Key Stat: 24% of consumers have used generative AI (genAI) during shopping experiences, while 35% are aware of its applications and plan to adopt it in the future, per November 2024 Capgemini data.
Beyond the Numbers
- Retailer Adoption: 84% of retailers are actively using or evaluating AI, according to December 2024 Salesforce data.
- Top Consumer Uses: Shoppers primarily leverage genAI for:
- Research (55%)
- Product recommendations (47%) (Adobe Analytics, February 2025)
Strategic Implications for Retailers
Retailers can use this data to:
- Optimize AI tools to convert the 35% of potential users into active adopters.
- Educate shoppers about genAI’s benefits to drive broader familiarity and usage.
Further Reading
- Navigating the AI-Powered Path to Purchase (EMARKETER subscription required)
- A Marketer’s Guide to AI Agents 2025 (EMARKETER subscription required)
Methodology: Data from Capgemini’s January 2025 report "What Matters to Today’s Consumer," surveying 12,000 consumers aged 18+ across 12 countries (October-November 2024).
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About the Author
David Chen
AI Startup Analyst
Senior analyst focusing on AI startup ecosystem with 11 years of venture capital and startup analysis experience. Former member of Sequoia Capital AI investment team, now independent analyst writing AI startup and investment analysis articles for Forbes, Harvard Business Review and other publications.