The news: One in three Gen Zers and one in four millennials prefer to go to generative AI (genAI) platforms—not search, social media, or influencers—when deciding what to buy, per a new Future Commerce survey of consumers from Australia, New Zealand, the UK, and the US.

Key findings:

• 23% of Gen Zers and 27% of millennials trust AI recommendations more than those from humans. The trend is most pronounced in Australia and New Zealand, with 46% of these generations using AI platforms daily.
• Across all ages, 41% of consumers report using AI daily. However, only 13% of Gen Xers and 3% of baby boomers do.

Trust in AI is a key driver, with these users viewing platforms as trusted companions, not just tools.

AI discovery still lags: Despite the enthusiasm, AI tools have yet to break through as a leading source of product discovery in the US.

• Only 3.9% of shoppers first learned about a recent purchase from an AI shopping assistant (e.g., Amazon Rufus, Walmart Wally) and 3.8% from genAI tools like ChatGPT or Google Gemini, per our survey.
• By contrast, email (10.3%) and even TV and movies (6.1%), still outrank AI. The gap underscores the difference between where younger consumers research and where they actually discover new products.

Opportunities for brands: AI may lag as a discovery channel, but it’s rapidly becoming the place where purchase decisions are validated. That opens new ground for marketers provided they do the following:

• Optimize for AI engines. Use answer engine optimization (AEO) and generative engine optimization (GEO) to ensure products surface in AI queries.
• Own the trust factor. Younger consumers see AI as a trusted companion. Brands that align messaging with AI-driven recommendations can strengthen credibility and build loyalty.

Our take: For Gen Zers and millennials, AI is becoming the first stop for shopping advice—a trusted filter before purchase. Brands that design campaigns to build discovery and trust within AI-driven journeys will amplify their reach and relevance as AI-assisted shopping scales.