Key stat: Generative AI (genAI) is the second most preferred source for purchase recommendations among genAI users worldwide, with users nearly twice as likely to use genAI than retailer/brand websites or apps, according to January 2025 data from Accenture.

Beyond the chart:

• Over half (51%) of US consumers trust genAI for shopping and product recommendations, according to December 2024 data from Bain & Company and Dynata.
• Nearly as many (47%) would be somewhat or very interested in AI agents purchasing recommended products on their behalf, according to December 2024 data from Salesforce.

Use this chart: Marketers and ecomm pros should integrate GenAI-powered recommendation engines into their platforms—or risk losing relevance. Also consider syndicating product data to GenAI ecosystems (like ChatGPT plugins or Google’s AI Overviews) to ensure visibility where consumers are actively looking.

Related EMARKETER reports:

• What the Rise of GenAI Assistants Means for Retail Media (EMARKETER subscription required)
• GenAI User Forecast 2025 (EMARKETER subscription required)

Methodology: Data is from the June 2025 Accenture Consumer Pulse report titled “Me, My Brand and AI: The New World of Consumer Engagement.” 18,214 consumers ages 18+ were surveyed online during January 6-17, 2025. The survey was conducted in Australia, Brazil, Canada, China, France, Germany, Hong Kong, India, Italy, Japan, Spain, Sweden, the United Arab Emirates, the UK, and the US across 13 categories: grocery stores, packaged food, alcoholic beverages, quick service restaurants, beauty retailers, beauty brands, clothing, footwear, and accessories retailers, drugstores and pharmacies, DIY and home furnishing stores, consumer electronics, online travel agencies, airlines, and hotels and resorts.