AI Has Growing Role In Helping People Choose What To Buy Online

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Artificial intelligence is no longer just for drafting emails or creating memes. The technology increasingly shapes what consumers buy online. Nearly half of shoppers (45%) say they don’t care whether a human or an AI recommended a product, as long as it fits their needs, according to the State of Ecommerce 2025 report from Constructor and Shopify.

Use of generative AI tools has surged, with 64% of respondents saying they’ve incorporated them into daily life -- up from 51% in 2024 and just 29% in 2023. Shoppers are also warming to AI-powered retail experiences: 58% say they are comfortable using AI or conversational agents on retail websites, compared with 42% just two years ago.

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