IMRG and Shopify have released a new report, The Future of AI Shopping: How AI Is Reshaping Product Discovery, Consumer Trust and the Path to Purchase, based on a survey of 1,000 UK consumers aged 18+.
The report looks at how shoppers are actually using AI throughout their buying journey, not just whether they’re using it, but which tools they trust, how they search, and whether they’re ready to buy directly through AI. Topics covered include:
- Where consumers discover new brands, and how AI fits into that mix
- Why people have turned to AI over the past 12 months, and what they expect to get out of it
- Which AI tools are most trusted for accurate product recommendations
- Attitudes to AI-powered personalisation, including generational differences
- How consumers search on platforms like ChatGPT and Gemini
- Why accurate product and company data matters more than ever in an AI-first search landscape
- Whether shoppers are ready to purchase directly inside AI conversations
- Shopify’s five practical tips for retailers preparing for what’s next
For ecommerce brands, the headline takeaway is one we’ve been flagging for a while: discovery is no longer a search-engine-only game. If AI platforms are shaping how customers find and evaluate products, brands need their product data, structured content, and brand presence optimised for both traditional and AI-driven search, not just one or the other.
You can download the full report from IMRG here.
