A new study by adMarketplace reveals consumers are rapidly embracing AI for search and product discovery, transforming how they research, compare, and purchase products online.
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GLOadMarketplace, the leader in Native Search™ advertising, released new data revealing that artificial intelligence (AI) is no longer a novelty in the world of online search and shopping. The findings show that U.S. consumers are embracing AI for everyday, practical benefits – saving time, finding better deals, and making smarter decisions across a wide range of brands.
The report, “AI Search: The New Consumer Gateway to Product Discovery,” reveals that nearly one in three (31%) consumers now prefer to search for products with AI vs. 21% who prefer legacy search engines, highlighting a significant shift toward broad, unbiased results. General AI shopping assistants like ChatGPT and Gemini have quickly become the top choice, accounting for over 63% of AI discovery activity. The shift is not limited to younger generations, either – 51% of shoppers over 65 have also engaged with AI shopping assistants.
“AI is fundamentally reshaping the consumer shopping journey,” said Asher Feldman, Vice President of Data Platform at adMarketplace. “As AI becomes a go-to consumer discovery channel, it’s critical for advertisers and retailers to prioritize transparency, data stewardship, and user choice. Those who adapt quickly will be best positioned to capture attention and build loyalty in this new era of AI-driven search and commerce.”
Top findings from the study include:
Consumers increasingly demand seamless, multi-brand shopping experiences. Brands must prioritize AI-driven solutions that offer broad product comparisons and deal-finding capabilities.
- 63% of consumers believe AI can help them save money or find better deals when shopping, while 55% believe AI surfaces better search and product results.
- 84% of consumers prefer AI that delivers results across multiple brands and retailers.
- Product comparison tools (33%) and real-time deal alerts (27%) are the most sought-after AI features.
- Four in 10 consumers use AI for research and discovery, and 37% rely on it to compare products side by side.
Marketers should leverage AI-powered solutions to deliver consumers with time-saving, stress-reducing, and deal-finding experiences.
- Over half (57%) of consumers say AI helps them save time, while 58% are likely to purchase products featured in AI-generated results, and 52% are likely to buy based on AI recommendations.
- 24% of consumers also credit AI with easing decision fatigue.
Brands and marketers must prioritize privacy, security, and transparency in their AI solutions.
- 62% of shoppers are worried about how their personal information is handled, making privacy and data usage their top concerns.
- 57% of men are concerned about inaccurate AI recommendations, while 36% of women are most concerned about transaction security.
Economic caution and rising AI adoption will shape shopping behavior this holiday season. Brands must use AI to help shoppers find value and make smarter choices.
- 56% of consumers say inflation and the economy will affect their spending this holiday season.
- While just 30% of consumers have previously used AI for holiday shopping, 57% plan to do so this year, and one in four expect to complete over half their shopping with AI.
- Shoppers will rely on AI for discovery, deal hunting, and product comparisons –especially in electronics (58%), fashion (41%), home goods (37%), and toys (28%).
- Notably, laptops are the preferred device for AI shopping, indicating more in-depth research on desktop platforms.
“The next era of online shopping will be defined by AI-powered native discovery,” said Feldman. “Brands that start aligning their strategies with these emerging mechanics now will be best positioned to meet consumers at the moment of intent – driving seamless, relevant experiences and capturing the full potential of AI-driven commerce.”
The full report can be downloaded here: https://www.admarketplace.com/ai-search-consumer-report-admarketplace
Methodology
The survey was conducted by adMarketplace via Useberry, sampling 1,018 U.S. consumers on July 17, 2025. The sample was representative by age and gender.
About adMarketplace
adMarketplace is the leader in Native Search™ advertising for over 25 years. We deliver relevant search ads that are native to the apps, sites, and platforms consumers actively use, outside of legacy search engines. The world’s largest advertisers achieve efficiency and incremental campaign results from our exclusive media. As a two-sided marketplace, we also serve as a leading monetization partner for publishers on the open web. Our mission is to shape the consumer journey with relevant native search ads, and to measure media value transparently to deliver performance at scale. Learn more about us by visiting our website and following us on LinkedIn and Instagram.
SOURCE: adMarketplace
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