"[The oldest members of Gen Alpha are] turning 16 next year, so we are on the eve of them becoming pretty powerful consumers," said Dani Mariano, CEO at Razorfish. "[GWI found that] 30% of 12- to 15-year-olds said that they had used AI in the last seven days. I think it could be even higher."

To build relationships with this generation, retailers need to understand how Gen Alpha uses AI to discover products, spend their money, and what they will continue to want from in-store experiences.

AI platforms and product discovery

Almost half (46%) of US teens ages 15-16 already use AI as a search engine, where they get detailed responses from conversational prompts, according to a July 2025 survey of their parents by Attest.

"Kids don't say, 'Why don't you go Google that?' They say, 'Let's go search it up,'" said Mariano. "They are using ChatGPT, Reddit, TikTok, YouTube, not Instagram, but Pinterest… They are operating in the digital space so differently, and a lot of those have AI-backed technology."

What they discover on these platforms directly influences what their parents buy.

"Kids are actually influencing their parents to buy smart refrigerators, because for them, it makes sense that there's a screen in your kitchen," said Mariano.

Gen Alpha engages with AI in several ways beyond searching for information. That includes using it for help with schoolwork (44%), creative projects (39%), and chatting with AI for advice/emotional support (25%), as Attest's data show.

From websites to chatbots

"You can shop in ChatGPT now… So those kids that are using ChatGPT, they're gonna be very comfortable with that," said Mariano.

Over half (55%) of all Gen Alpha children spend their allowance on toys, according to a September 2025 survey by Numerator, and over a third (34%) spend money on entertainment.

• Many also spend their allowance on electronics (31%), beverages (31%), fast food (30%), and apparel (28%).

"I think the role of the website as your ecommerce foundation is going to change," she said, emphasizing the need for retailers to integrate with AI platforms and tools to provide the journey that Gen Alpha expects. "If you as a retailer are not already doing that, or not sold through retailers that are connected that way, now is probably the time to make sure that that's on your strategic road map for 2026."

Can't stop in-store

Even as kids get more comfortable with using AI, the lure of shopping in-store remains strong. Some 66% of Gen Alpha parents say their child prefers shopping in-store, as detailed in Numerator's survey.

• Top reasons include enjoying family time outside the home (47%) and finding shopping trips fun (45%).

"[Gen Alphans expect retailers to know] when they're in store, and they expect that to continue when they get home," said Mariano. "I think that will also be a change that retailers have to get ready for. That's a lot of data connectivity that has to happen to get your systems to talk to each other. And a lot of that experience creation will be driven by AI."

As kids get older, they tend to enjoy shopping online more, according to Numerator's data. The top reasons for this are to avoid the time it takes to leave the house (38%), because they enjoy staying home more (33%), or because they find stores too crowded/overwhelming (25%).

In-store shopping will still matter, but brands should connect online and IRL visits by making it easy to find products, buy them, and get post-purchase care, all while keeping stores worth the trip.

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