A new report by Bloomreach reveals how artificial intelligence is reshaping the way consumers shop online — and it’s making the experience feel more human than ever. Titled How AI Is Teaching Us to Shop Like Humans Again, the report draws insights from U.S.-based surveys of over 1,000 consumers each, highlighting AI’s growing role in e-commerce.
“Now, conversational AI is allowing us to bring the humanity of that context and emotion back into our digital experiences,” said Raj De Datta, co-founder and CEO, Bloomreach. “When 97% of shoppers who have used AI shopping assistants find them helpful, and a majority say these tools help them find products faster…it’s clear that shopping is changing for the better.”
According to the findings, most U.S. shoppers now interact with AI in some capacity, and nearly 60% have used it to assist with online shopping. These AI interactions are having a profound impact on shopper expectations. A striking 93% of respondents now see conversational capabilities — such as chatbots or natural language search — as essential to a modern online retail experience.
Awareness and usage of AI shopping assistants are already widespread. Two-thirds of consumers are familiar with these tools, and 57% report having used them directly. Among those users, satisfaction runs high: 97% found the experience helpful, and over three-quarters said AI helped them make purchase decisions more quickly compared to shopping unaided.
The report also highlights a notable shift toward more intuitive interactions. More than 41% of shoppers are now using natural language — complete sentences and phrases — when conducting searches. Moreover, 61% expressed interest in a search function that supports conversational queries, pointing to a growing demand for AI that understands human language more fluently.
Trust in AI
Approximately 65% of consumers say they at least somewhat trust the responses provided by AI tools. Interestingly, 46% even believe that an AI shopping assistant would give more honest feedback on outfit choices than a friend would, suggesting consumers are beginning to see AI not just as functional, but as a credible, unbiased advisor.
Overall, the findings illustrate a clear trend: AI is not just automating shopping — it’s enhancing it by making it more personal, intuitive, and efficient. As these technologies become more embedded in retail experiences, the line between human and machine interaction continues to blur — and for many consumers, that’s a welcome change.