The way Americans shop online is changing, and artificial intelligence is increasingly becoming the first place they turn for product information.
Nearly 61 million US consumers now use AI shopping assistants as their starting point for online product research, according to findings from PYMNTS Intelligence. Rather than immediately visiting Amazon or using a traditional search engine, shoppers are asking AI tools to compare prices, explain product features and recommend products that suit their needs.
The findings highlight how conversational AI is reshaping product discovery. While established online marketplaces continue to handle many purchases, AI is beginning to influence which products consumers consider long before they reach checkout.
AI Shopping Assistants Are Becoming the First Stop for Millions
Searching for products online once meant opening several websites, comparing customer reviews and sorting through endless listings. AI shopping assistants are making that process more conversational. Consumers can describe what they need, specify their budget and receive tailored suggestions without manually searching through multiple retailers.
According to PYMNTS Intelligence, approximately 23.2% of US consumers, representing around 60.9 million people, now identify AI as their primary starting point for online shopping research. The number of Americans who had used AI for product discovery during the previous year also reached 67.8 million in August 2026.
The shift suggests that AI is moving beyond casual experimentation. Consumers who already use generative AI are increasingly incorporating it into everyday purchasing decisions, particularly when comparing products or researching unfamiliar brands.
AI-Assisted Shopping Spending Climbs 17%
Consumers aren’t simply asking AI for recommendations. Their reported spending on AI-assisted purchases is also growing. PYMNTS Intelligence found that estimated average spending associated with AI-assisted retail purchases increased from $889 in June to $1,039 in August 2026, representing a 17% rise between survey periods.
The figures reflect estimated spending over the preceding three months rather than individual transaction values. Still, the increase indicates that AI is becoming more involved in purchasing decisions. Shoppers are using these tools to narrow their options, compare product specifications and identify suitable retailers before spending money.
For online businesses, this creates another opportunity to influence consumers before they visit a product page. Retailers that provide clear pricing, detailed product information and reliable availability data may be better positioned to appear in AI-generated shopping recommendations.
Amazon Is Losing Some Product Searches but Still Winning Purchases
Amazon remains a major force in online retail, even as AI assistants begin attracting consumers who previously relied on the marketplace for product research. According to PYMNTS, 59% of consumers who use AI for shopping now conduct product research through AI platforms that they previously would have performed on Amazon.
That doesn’t necessarily mean shoppers are abandoning Amazon when it’s time to buy. Only 27% reported purchasing from Amazon less frequently, while the marketplace accounted for approximately 60% of respondents’ most recent AI-assisted purchases.
The difference reveals how consumers separate product discovery from checkout. Someone might use an AI assistant to compare smartphones, identify the best option within a particular budget and examine product features. Once they have made a decision, they may still return to Amazon because of familiar payment methods, delivery options and return policies.
AI may be changing where shopping begins, but established retailers continue to benefit from the trust and convenience they have built over time.
Smaller Online Retailers Could Find New Customers Through AI
The growing use of AI shopping assistants could create opportunities for smaller online retailers that struggle to compete with larger marketplaces. PYMNTS reported that AI tools introduced 45% of shopping AI users to online stores they had never visited before, suggesting that conversational product discovery can expose consumers to businesses outside their usual shopping destinations.
A customer searching for specialized electronics, home accessories or niche products might receive recommendations from retailers they would never have discovered through traditional search results. AI systems can help narrow options based on product characteristics rather than relying solely on familiar brand names.
However, appearing in an AI-generated recommendation doesn’t automatically translate into a sale. Consumers still consider pricing, shipping costs, product quality and return policies before making a purchase. Smaller businesses may gain visibility through AI, but they must still demonstrate that they can deliver a reliable shopping experience.
Consumers Remain Cautious About Letting AI Complete Purchases
Using AI to research products is becoming more common, but allowing an automated assistant to complete transactions introduces a different level of trust. The PYMNTS research explored consumer preferences for autonomous shopping agents that could select retailers and make purchases on behalf of users.
Around 40% of respondents said they would direct an automated assistant to purchase from a large online marketplace when product pricing, shipping and return conditions were equal. Other consumers preferred department stores, brand websites or allowing the agent to select a retailer.
These preferences suggest that consumers are interested in shopping automation but may still want control over important purchasing decisions. Familiar retailers offer reassurance through established customer service systems, secure payment processes and predictable delivery experiences.
Developers of autonomous shopping technology will need to address these concerns as AI agents become more capable. Accurate recommendations alone may not be enough to persuade consumers to authorize automated purchases, particularly when unfamiliar retailers are involved.
AI Is Changing Retail Competition Before Checkout
For years, online retailers have competed for visibility through search engine rankings, sponsored advertisements and marketplace listings. AI shopping assistants introduce another channel that could influence which products consumers discover and ultimately consider buying.
Instead of browsing pages of search results, shoppers can ask an AI assistant to identify suitable products based on price, specifications and personal preferences. This creates a different competitive environment in which retailers must ensure their product information is accurate, accessible and useful to AI-powered discovery systems.
The implications extend beyond traditional search engine optimization. Retailers may need to pay greater attention to structured product information, inventory accuracy and clear descriptions that help AI tools understand what they sell.
Even so, product discovery remains only one part of the shopping experience. Competitive pricing, convenient checkout and reliable customer service continue to influence whether consumers complete a transaction. AI can introduce shoppers to a retailer, but the business still needs to earn the purchase.
The Future of AI Shopping Goes Beyond Product Recommendations
The rise of AI shopping assistants points toward a future in which artificial intelligence could manage more of the purchasing process. Today’s consumers primarily use these tools to research products, compare alternatives and identify retailers. More advanced AI agents could eventually handle additional tasks, including checking stock availability, evaluating delivery options and completing authorized purchases.
That transition is unlikely to happen at the same pace for everyone. Some shoppers may welcome automated purchasing for routine items, while others will prefer to review recommendations and approve transactions themselves.
For retailers, the immediate challenge is adapting to a shopping environment where the first interaction with a product may happen inside an AI conversation rather than on a traditional website.
Nearly 61 million Americans are already beginning their shopping journeys with AI. That doesn’t mean online marketplaces are losing their importance. It means the competition for consumer attention is shifting, and businesses must now consider how their products appear before shoppers ever reach the checkout page.
