Artificial intelligence (AI) is moving beyond search and recommendations into actively helping consumers shop, with new agentic AI tools designed to browse, compare and even purchase products on behalf of consumers.

New data from PYMNTS Intelligence shows that AI shopping adoption is already gaining ground among younger and middle-aged consumers. About one-third of all respondents (32%) said they have used or would use generative AI for shopping.

Bridge millennials — older millennials straddling Gen X — lead the way, with 38% reporting AI use for shopping. Zillennials are close behind at 36%, followed by millennials at 35% Gen X is next, at 33%, while Gen Z comes in at 31%. Baby boomers show some traction as well, with 28% using gen AI for shopping.

Overall, 32% of people surveyed said they used gen AI for shopping. The use case reporting the highest percentage was work at 40%, followed by creative endeavours and educational purposes.