Key stat: 24% of shoppers have used generative AI (genAI) in shopping experiences, while 35% are aware of the use of genAI in shopping and plan to use it in the future, per November 2024 Capgemi data.

Beyond the chart:

• 84% of retailers are using or evaluating AI use, per December 2024 Salesforce data.
• Shoppers’ No. 1 use of genAI is conducting research (55%), followed by receiving product recommendations (47%), per Adobe Analytics data from February 2025, showing consumers have become comfortable adopting genAI for top-of-funnel activities.

Use this chart: Retailers can use this chart to encourage AI optimization in order to convert the 35% of people who plan to use genAI into active users. They can also use it to make the case for genAI education and activation in order to familiarize more shoppers with genAI.

Related EMARKETER reports:

• Navigating the AI-Powered Path to Purchase (EMARKETER subscription required)
• A Marketer’s Guide to AI Agents 2025 (EMARKETER subscription required)

Methodology: Data is from the January 2025 Capgemini Research report titled "What Matters to Today’s Consumer." 12,000 consumers ages 18+ in 12 countries across North America, Europe, and Asia-Pacific were surveyed during October-November 2024.