The insight: Three-quarters of shoppers are open to generative AI (genAI) shopping recommendations, per a Capgemini survey. That’s a sizable uptick from 63% last year—showing growing consumer comfort with using genAI in their purchasing journeys.

Behind the numbers: While the number of buyers using chatbots as shopping assistants remains modest at best, usage of genAI tools is rising—even if shoppers aren’t always aware of them.

• About one-quarter (24%) of consumers have used genAI to shop, up from 20% in November 2023, per Capgemini.