Zeta Global has released new research highlighting a growing shift in consumer behavior toward AI-assisted and partially autonomous shopping. The findings indicate that consumers are increasingly willing to allow AI agents to influence, guide, and in some cases execute purchasing decisions, signaling the early development of agentic commerce.
The study is based on a survey of 2,000 U.S. adults who have used AI to make a purchase within the past three months. It represents the second phase of Zeta Global’s AI shopping insights series and explores how AI is reshaping product discovery, evaluation, and purchase behavior across key consumer segments.
The research suggests that while fully autonomous shopping is still emerging, consumers are already comfortable delegating parts of the purchase journey to AI systems. This includes discovery, comparison, and decision-making support, with increasing openness to limited automated purchasing under defined constraints.
According to the findings, trust in AI-driven recommendations is rising, especially among households with children, where time efficiency and convenience appear to be key adoption drivers.
The shift toward AI-mediated shopping is prompting marketers to rethink how brands are discovered and evaluated. In an environment where AI systems increasingly influence recommendations, visibility within AI-generated suggestions becomes a critical factor in customer acquisition.
“There's no question consumers are increasingly trusting AI with shopping decisions. The more important question now is whether brands are positioned to be discovered, recommended, and ultimately selected by AI,” said David A. Steinberg, Co-Founder, Chairman, and CEO of Zeta Global.
He added that as consumers rely more on AI for discovery and evaluation, brands must ensure they are properly represented in AI-driven recommendation environments.
A key insight from the study is that AI is currently reshaping discovery more than transaction behavior. While consumers are comfortable using AI for recommendations and decision support, most still prefer to complete purchases directly through brand-owned channels.
Seventy percent of respondents indicated a preference for buying directly from a brand’s website rather than through AI-mediated checkout systems, suggesting that commerce execution remains anchored in traditional digital storefronts.
Parents with children under 18 are emerging as some of the earliest adopters of agentic commerce behaviors. The study highlights significantly higher willingness among parents to delegate shopping tasks such as budgeting, reordering essentials, and exploring new brands.
They are also more likely to report discovering new products through AI recommendations compared to non-parents, indicating stronger engagement with AI-assisted discovery systems.
The research identifies broader behavioral changes among AI-assisted shoppers. Many respondents report reduced research time during purchases, while others note changes in purchase confidence and return behavior.
The data suggests AI is not only accelerating decision-making but also influencing post-purchase behavior, including reduced likelihood of returns in some cases.
AI-assisted shopping behavior varies significantly by product category and demographic group. Electronics lead overall adoption, particularly among male consumers, while beauty products show stronger engagement among female users.
Household goods and apparel also rank highly, indicating that AI shopping tools are being applied across both essential and discretionary categories.
The findings from Zeta Global suggest that agentic commerce is gradually emerging as a meaningful layer in the digital shopping journey. While full automation of transactions remains limited, AI is increasingly shaping how consumers discover, evaluate, and prioritize brands, with early signals pointing to broader adoption over time.
