AI is becoming a powerful influence throughout the shopping journey, but brands still play a critical role in what shoppers discover, choose, and ultimately purchase. New research from Attentive® found that 68% of U.S. consumers surveyed used a general AI chatbot for shopping, while almost all AI-assisted shoppers (93%) still sought outside information while deciding whether to buy during a recent AI-assisted shopping experience.
“AI is influencing what shoppers choose, but it isn’t the only factor shaping their decisions,” said Jema Birkmeyer, Head of Strategic Accounts at Attentive. “Shoppers are still relying on their experiences with brands, checking reviews, and looking for additional information before making a purchase. Their path to discovery may be changing, but their expectations for brands remain the same: know me, give me relevant information, and deliver a personalized experience.”
The findings come as retailers prepare for the holiday shopping season and navigate a changing path to purchase, with AI influencing product discovery and consideration before shoppers reach a brand’s website. Attentive’s 2026 State of AI in Retail report, based on feedback from more than 3,000 U.S. consumers, reveals that 62% of AI-assisted shoppers have purchased a different product or brand instead of their usual choice because of AI.
Shoppers look beyond AI before buying
When describing a recent shopping experience, 68% of AI-assisted shoppers reported being highly confident in the chatbot’s guidance. At the same time, 93% of AI-assisted shoppers sought outside information or proof while deciding whether to purchase. Shoppers most often turned to customer reviews (37%), pricing across retailers (36%), and detailed product information (33%) to further inform their decisions.
These findings show that while AI can influence which products and brands shoppers consider, consumers still look for additional information before making a purchase. For brands, customer reviews, transparent pricing, and detailed product information are essential to helping shoppers validate AI recommendations and move from consideration to purchase.
Most shoppers want to buy directly from brands
When asked where they would prefer to complete a future purchase after using AI in their shopping journey, 60% of AI-assisted shoppers prefer the website or app where the product is sold, 17% prefer to complete the purchase directly within an AI chatbot, 19% say either option is fine, and 4% are unsure.
AI isn’t replacing the direct connection with brands. Most AI-assisted shoppers still prefer to complete their purchase on the website or app where the product is sold, giving brands the opportunity to maintain control of the purchase experience, from checkout to the interactions that follow.
AI is changing discovery, not the value of the brand relationship
AI-assisted shoppers are showing a willingness to stay connected with brands after making a purchase. Among shoppers who made a purchase during a recent AI-assisted shopping experience, 69% took an action to stay connected with the brand or retailer during or after their AI-assisted shopping experience.
Many AI-assisted shoppers are also returning to make additional purchases. Among shoppers who made a purchase during their recent AI-assisted shopping experience, almost all said they were open to return shopping: 44% had since returned to make another purchase from the same brand or retailer, another 28% said they browsed again without purchasing, and another 24% said they hadn’t returned yet, but expected to.
Shoppers expect more from the relationship, too. 72% of AI-assisted shoppers agreed with at least five of seven statements about personalization, covering areas such as recognition, relevant product recommendations, and brand messages, compared with 41% of shoppers who did not use AI for shopping.
“AI is changing the shopping journey, creating new dynamics for how brands acquire and retain customers,” said Ryan Willette, Global Head of Customer Success, Partnerships, and Account Management at Attentive. “That makes every interaction a brand has with a shopper more valuable. Brands that deliver relevant, personal experiences have an opportunity to turn AI-assisted purchases into lasting customer relationships.”
About the research
Attentive surveyed 3,054 U.S. adults ages 18 and older who had browsed, researched, compared, or purchased a product in the previous three months. The survey was conducted in August 2026.
About Attentive
Attentive is the omnichannel marketing platform redefining how brands and people connect. Trusted by leading global retail and ecommerce brands and high-growth consumer companies, Attentive’s mobile foundation gives marketers a stronger signal for recognizing customers, personalizing messaging, and delivering performance across SMS, email, RCS, and push. Our intelligence layer and agentic AI unify customer profiles and act on real-time data, giving marketers what they need to turn messages into moments that drive action, revenue, and loyalty.
To learn more or request a demo, visit www.attentive.com or follow us on LinkedIn, X (formerly Twitter), or Instagram.
View source version on businesswire.com: https://www.businesswire.com/news/home/20260930416262/en/
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