Gen Z is embracing AI, but trust in the technology still lags. Even as the tool increasingly shapes work and life habits, traditional search remains the go-to for Gen Z purchase decisions.

Consumers favor AI utility: Americans use AI mainly for search and work, giving marketers more reason to prioritize discoverability over image tools.

AI shopping assistants such as Amazon's Alexa for Shopping (formerly Rufus), Walmart's Sparky, ChatGPT, and Google Gemini are reshaping how consumers discover and evaluate products. Retailer-owned assistants are already lifting order values and conversion, while standalone AI platforms struggle to convert recommendations into purchases. This FAQ covers how AI shopping assistants work, what they mean for brand loyalty, and how brands earn a place in AI-generated recommendations.

AI is reshaping search faster than AI platforms can build their ad offerings, which is why most spending still sits beside AI-generated results. Conversational search ads will grow quickly and chatbot ads will struggle to prove their effectiveness.

AI shopping features offered by ChatGPT, Google, and Microsoft Copilot are broadly similar, but there are variations in the overall experience worth noting. Marketers should know how these tools compare to invest in the right place.

OpenAI-Apple alliance frays over control of AI layer: Legal tension shows model makers and device giants are jockeying for the user gateway.

Google considers Gemini ads: After ruling them out, Google eyes chatbot ads to offset AI costs and prove Gemini can rival ChatGPT for budgets.

AI is reshaping how consumers discover and choose products, creating a fast-growing new commerce channel with its own set of unique challenges.

Google's AI Max drives up to 80% sales gains, but trust concerns linger as conversational ads test user confidence.

63% of US adults say having ads in AI search results would make them trust those results less, according to a January survey from Ipsos.

Agentic shopping could account for more than a quarter of ecommerce spending within the next few years, according to a September 2025 Boston Consulting Group report. But that potential hinges on retailers integrating AI into the shopping journey in ways that feel beneficial to consumers.

New terms shift liability to customers as Gemini integration nears.

YouTube is building an influencer engine through new discovery and paid tools that add Gemini search, bulk outreach, and channel takeovers.

Social teams are rethinking YouTube as Shorts surges, both long-form and episodic content gain traction, and generative search reshapes discovery. But legacy silos and cost concerns still hold many back, even as audiences and creators are leaning in.

Chatbot use is increasing basket sizes and conversion rates.

While ChatGPT still leads, Anthropic slashed churn by 20 points, proving retention—not downloads—is the real battleground.

UK ecommerce is entering a steady, mature phase—but there are still opportunities for growth.

Sky-high operational costs are pushing ChatGPT and its rivals toward ads, while Koah is betting survival hinges on monetizing scale.

Teens live on their phones, bouncing between short-form video, gaming, shopping, and AI. As social feeds become storefronts and AI doubles as a tool and companion, brands must rethink how they earn attention—and trust—in teen digital life.