Australians are increasingly adopting AI when shopping online, report finds

My Nguyen

13 hours ago

One in three Australians shopping online are now using artificial intelligence (AI) methods for choosing clothing, planning meals, and looking for new brands. That’s up 45 per cent on last year. 

According to a report by Adyen, it’s not only younger consumers who are embracing AI assistance; older generations, such as baby boomers and Gen X, are picking up on the trend as well, with adoption up 65 per cent in those groups.

Artificial intelligence to lend Aussies a hand in the shopping experience

The survey shows that 10 per cent of Australian consumers initially adopted AI for the first year of their shopping experience, 56 per cent of shoppers will use AI technology for purchasing, and 32 per cent of Australians use AI to help them shop. 

For shopping inspirations, about 57 per cent of consumers reported buying outfits, meals, and other purchases with AI support, while 6 per cent draw ideas from suggested recommendations implemented on e-commerce sites, and over half of consumers will find unique brands through digital aids. 

 AI adoption growth in boomers and Gen X

“AI is fast becoming a trusted part of how Australians shop,” says Hayley Fisher, ANZ country manager of Adyen. “What’s particularly exciting is seeing how quickly older generations are catching on – it’s no longer just the domain of digital natives.”

About 11 per cent of boomers aged 60 and above use AI services for purchasing, with 47 per cent of Gen Z and 45 per cent of millennials (28 – 43 years) doing so.

 “We’re seeing more retailers embrace AI to make shopping easier, faster, and safer for their customers – whether that’s through personalised recommendations, smoother checkouts or smarter fraud detection,” said Fisher.

“AI is no longer viewed as a future bet – it’s already changing how Australians shop and retailers operate,” she said. 

In-store shopping is still popular

According to the report, 46 per cent of Australian retailers currently offer seamless shopping and transaction experiences across both online and physical channels. An additional 17 to 18 per cent of Australian companies intend to integrate their online and offline channels within the following year.

However, nearly half of shoppers prefer in-store experiences, as they can physically try the product before making a purchase and enjoy the advantages of immediacy.

• Last week, ChatGPT announced a major upgrade to its online shopping experience, allowing customers with shopping intent to browse different options via a “carousel”-like interface.