29% of AI shoppers say AI chat or search tools had the biggest influence on their most recent purchase - three times the share citing traditional search engines (9%), and more than retailers’ platforms and AI assistants combined (21%), according to new McKinsey & Company research drawing on a survey of approximately 21,000 consumers in 11 markets.  

The shift is moving beyond discovery to influence and transactions. In the US, the share of AI users completing a purchase through AI has surged 70% since December 2025, from 10% to 17%.

Kelsey Robinson, Senior Partner, McKinsey & Company, says: "Consumers are showing unmet appetite and preference for AI shopping. Nearly a third of AI shoppers said AI chat or search tools were the biggest influence on their recent purchase. The winners this holiday season will be those that have stood up an agentic capability and are treating this as an always-on experimentation muscle."

53% of consumers across the 11 markets now use AI for shopping. China (80%) and India (76%) lead adoption, while Japan (37%) and France (44%) have the lowest shares. Despite leading in private AI investment, the US is below the average, at 48%.

Among all US adults, not just those who use AI, the share completing a purchase through AI has doubled from 5% to 9% since December 2025.  Among users, the US (17%) is ahead of the global average (14%), the UK (11%), Germany (10%) and France (8%). 

As the holiday season approaches, retailers are racing to enable AI powered purchases, opening their systems to authorised AI agents in a secure way. They face a new battle for shoppers as AI chat and search tools are used nearly twice as often as retailers’ own assistants for shopping inspiration (45% vs 23% of AI users respectively). But at checkout, retailers regain ground: 15% of AI users have completed a purchase using a retailer assistant, compared to 14% through a chat or search tool. 

AI is also gaining ground in categories that have traditionally lagged in online shopping. E-commerce laggards such as beauty (34%) and groceries (32%), now closely trail behind consumer electronics (38%), clothing (37%) and travel (35%) as categories where AI users have turned to AI to research or decide what to buy. 

In the US, 42% of users have tapped AI for grocery decisions, while the share buying groceries through AI has jumped 11 percentage points since December 2025 - the largest increase of any category measured.

Jack Trotter, Partner at McKinsey & Company, comments: “Shoppers are handing AI the legwork. They’re using it to save time, cut down their options and surface brands they hadn’t found on their own, raising the stakes for brands to be on the AI agent’s shortlist. Retailers need to be where that agent can complete the purchase. Whether that’s through product data agents can read and checkout agents can use, including their own AI shopping assistants.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards, which celebrate global retail technology innovation in a fast moving omnichannel world, have now closed for entries. Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2026 shortlists and finalists here.

We received a record number of entries this year and many fantastic examples of technology excellence driving transformative change across the global retail sector.

Congratulations to all those who made it through the initial submission process! It’s now over to our star studded judging panel who will decide the winners to be announced at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London. 

The event will be held on Wednesday, 4th November and consist of a drinks reception, three course meal, awards ceremony presided over by award winning stand-up comedian, presenter, actor and broadcaster, Aurie Styla, and after party until 1am.

Click here to book your place at the 2026 RTIH Innovation Awards Ceremony on Wednesday, 4th November.