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**Your Cart Has a Copilot**

1h ago · 5 sources · trend

AI is no longer a shiny toy in ecommerce. It is in the cart.

NielsenIQ found that 42% of US consumers have used AI tools to shop within the past month, based on a monthly sample of approximately 500 US consumers in early 2026. Riskified says 61.5% have used AI tools at some point along the shopping journey. Mintel adds that 48% of US consumers believe AI makes it easier to shop online.

Usage is splintered. 17% tap AI for product recommendations. 10% use it as a shopping assistant. Another 10% have used a voice assistant to purchase or reorder. 19% lean on AI-powered subscription or auto-replenishment. A bold 5% have purchased via a fully autonomous AI agent.

Trust is the tension. 53.9% believe AI can increase fraud risk. 55% are uncomfortable with AI agents making purchases on their behalf. Experts interviewed by Food Institute argue AI does not inherently increase fraud risk, but changes how fraud occurs, from voice cloning to AI-generated phishing and synthetic identity fraud.

Meanwhile in China, 68% of consumers say AI-based health solutions are trustworthy.

Why it matters. NielsenIQ describes a shift from search to decision. Brands are no longer just fighting for shelf space or search rank. They are training algorithms that decide. The contrarian take. Consumers say they are nervous, yet they keep clicking. Adoption is outpacing comfort. The brands that win will not just show up in results. They will earn a spot in the machine’s shortlist.

Key facts

  • NIQ found that 42% of US consumers have used AI tools to shop within the past month, based on a monthly sample of approximately 500 US consumers in early 2026.
  • NIQ reported that 17% of consumers use AI for product recommendations, 10% use AI as a shopping assistant, 10% have used a voice assistant to purchase or reorder products, 19% use AI-powered subscription or auto-replenishment features, and 5% have purchased via a fully autonomous AI agent.
  • A Riskified survey found that 53.9% of consumers believe AI can increase fraud risk and 55% are uncomfortable with AI agents making purchases on their behalf, yet 61.5% have used AI tools at some point along the shopping journey.
  • Mintel data shows that 48% of US consumers believe AI makes it easier to shop for products online.
  • According to the Mintel China Health Tech Market Report 2023, 68% of Chinese consumers feel health solutions based on AI are trustworthy.
  • NIQ said AI-enabled shopping is becoming mainstream and described a shift from search to decision, with AI reshaping how consumer choices are made while consumers remain in control.
  • Experts interviewed by Food Institute said AI does not inherently increase fraud risk but changes how fraud occurs, citing risks such as voice cloning, AI-generated phishing, synthetic identity fraud and conversational social engineering.
  • 42%
  • 17%
  • 10%
  • 19%
  • 5%
  • 53.9%
  • 55%
  • 61.5%

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