Rithum: Many shoppers have used AI to help buy groceries, with majority tapping it to compare prices
Rithum has released research revealing that 36% of consumers have used AI tools or large language models (LLMs) to help buy groceries in the past six months.
1,046 online shoppers in the US and UK were surveyed for this. Among those using AI for grocery purchases, two-thirds say they use these tools to compare prices or weigh up different options before buying, streamlining the process for price conscious consumers. 47% tap AI to research product information, while 28% have already utilised AI tools to complete a grocery purchase.
Rather than relying solely on retailer websites, supermarket apps, or traditional search engines, shoppers are increasingly turning to AI tools for faster recommendations, price comparisons, and product research, all before they ever land on a retailer’s platform. For grocers, this creates a new competitive challenge. As AI becomes a key discovery channel, retailers may need to rethink how they ensure their products remain visible and competitive in AI driven shopping environments.
“Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments,” says Sam Griffin, VP, Strategy and Engagement at Rithum. “When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions, and product information are accurate enough to surface in those recommendations.”
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
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 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
