AI is fast becoming a trusted shopping companion – with new research revealing that one in five consumers would trust gift picks by AI more than their own partners’ choices. According to the State of Ecommerce 2025 report from Constructor and Shopify, 45% of consumers say they don’t care whether product recommendations come from humans or algorithms, as long as they’re relevant. Indeed, some actively prefer AI’s recommendations to suggestions made by their nearest and dearest – nearly one in five shoppers would trust an AI agent over their partner to choose a gift.
Based on on a survey of over 1,500 consumers across the UK, US, and Germany, the report reveals an explosive rise in generative AI (GenAI) adoption. Nearly two-thirds (64%) of respondents now use GenAI tools like ChatGPT in their daily lives, up from just 29% in 2023. With almost eight in 10 consumers saying they’re uncertain about what to buy when they’re on a retailer’s website, this is where AI can come into its own – 60% of consumers say they’re “definitely” or “probably” open to using GenAI on retail sites.
AI opportunity for retailers
This opens up opportunities for retailers – who otherwise risk being outpaced by AI. The research also found that just 23% of shoppers begin their searches directly on a retailer’s website – Google remains the dominant starting point for product searches (84%), followed by Amazon (63%). This highlights a need for retailers to create compelling buying journeys that draw customers in and lead them to the checkout – which is something that agentic shopping tools can help with. Some retailers are already capitalising on this, with agentic shopping tools like Amazon’s Rufus and Walmart’s Sparky gaining traction. 38% of shoppers have already tried them, and among those users, half found the experience “always or often helpful.”
Generational differences
Generational differences in AI adoption are clear. The survey found that Gen Z and millennials are the most enthusiastic adopters, with 25% of Gen Z saying they trust AI more than their partner to pick a gift, compared to just 7% of Boomers. Younger shoppers are also more likely to begin product searches on TikTok or Instagram, while Boomers largely avoid social platforms for shopping altogether.
“AI has quickly become a natural part of everyday shopping. That creates both opportunities and urgency for retailers,” said Constructor CEO Eli Finkelshteyn. “As shoppers grow more comfortable and willing to engage with AI, it’s on retailers to earn their trust — by delivering experiences that aren’t just flashy. They need to be genuinely helpful, engaging and valuable.”
Shopify’s Dale Traxler added: “Commerce has never been more dynamic — customers jump between channels, discover products everywhere, and expect experiences that just work. What merchants need now is the power to be wherever their customers are, with experiences that feel seamless and authentic at every touchpoint.”
As AI becomes embedded in the shopper journey, retailers face both a challenge and an opportunity: to harness its power in ways that feel personal, intuitive, and trustworthy. And, with the retail market moving into its most competitive and often most lucrative time of the year, there’s no better time to capitalise on the opportunity offered by gift picks by AI.
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