Marketers must optimize their brands for
discovery through chatbots and generative AI as they once did for internet search, according to
new research
from Acosta Group showing how quickly artificial intelligence is reshaping shopping behavior. Released ahead of Groceryshop 2025, the firm’s AI Shopper Study warns that brands slow to
adapt risk losing credibility and market share as consumers increasingly rely on AI assistants to guide purchase decisions. The study, based on a June survey of more than 1,000 U.S. shoppers
in Acosta’s proprietary Shopper Community, finds that 70% have already used AI tools such as ChatGPT, Microsoft Copilot or Google Gemini for shopping tasks, from researching products to
comparing prices and even making purchases. Ninety-nine percent of shoppers are aware of AI, signaling the technology has rapidly moved from novelty to mainstream. “Generative AI tools
are becoming the new gatekeepers of the shopper journey,” John Carroll, president of Connected Commerce at Acosta Group, said in a statement. “Retailers and brands have to rethink and
evolve how they show up in AI-powered environments, build trust with consumers, and prepare for a future where voice assistants and autonomous agents drive purchase decisions.”
Consumers Adapting Quickly AI is already transforming categories like grocery, where 36% of shoppers report using AI tools to browse, research or buy. Health and wellness (28%),
electronics (27%) and beauty and personal care (25%) are also seeing strong adoption. Younger consumers, especially Gen Z, are leading the way, with more than half saying they trust generative AI more
than traditional shopping sources. Despite innovation by retailers -- including Walmart’s “Sparky” and Amazon’s “Rufus” -- fewer than 15% of shoppers have
used these brand-specific AI assistants, underscoring the need for better awareness and integration.
Trust Barrier While 58% of shoppers say they trust AI to find the best deal,
only 12% currently trust it to make purchases automatically, with concerns over privacy, fraud and lack of approval cited as major barriers. Still, nearly one-third of respondents said they would
consider letting an AI agent handle grocery purchases on their behalf, highlighting the potential for deeper adoption as trust builds.
Winning In AI Era Acosta’s study
stresses that success in this new landscape will depend on brands optimizing for AI-driven discovery. That includes shifting from keyword-based tactics to conversational content, ensuring product
detail pages are rich with context and visuals, and designing advertising strategies that appeal to AI agents rather than just human shoppers. “Space is limited with AI shopping
tools,” Carroll said. “Shoppers are seeing only the top two-to-three options in their searches based on context and trust, compared to dozens of items on a digital or physical shelf.
Brands need to understand the new retailer algorithms and revise their marketing strategies to earn a top spot.” Kathy Risch, senior vice president of Shopper Insights and Thought
Leadership at Acosta Group, added: “Our research confirms that AI is transforming the way consumers shop, and consumers are embracing AI in grocery shopping faster than in any other
category.” The report highlights key opportunities for retailers and brands to drive conversion, from monitoring AI recommendations to strengthening collaboration on demand forecasts.
Ultimately, the study concludes, winners in the AI era will be those who build consumer trust and ensure their products are visible and easy to purchase within generative AI environments.