Amazon and Walmart shoppers increasingly use AI tools

Consumers are quickly getting used to shopping with AI technology. Online shopping platforms like Amazon and Walmart are leading this change. Many users appreciate AI features like personalized product suggestions and smarter search options. A recent survey found that about 29.3% of U.S. adults over 18 regularly use generative AI, with higher numbers for Amazon Prime and Walmart+ subscribers. Around 34.8% of Amazon Prime members and 34.9% of Walmart+ subscribers use such AI tools. This is more than 18% higher than the average U.S. adult. AI shopping assistants, like Amazon's Rufus, are becoming popular. Just over a year since its launch, Rufus answered around 274.3 million questions every day. Experts predict that in a few years, AI queries could make up 20-25% of total searches on Amazon. Notably, many Americans now prefer chatting with an AI program rather than a human when shopping online. Amazon is investing heavily in AI, spending over $100 million in 2025 to enhance its AI efforts. The company is also expanding its advertising tools to include AI options that improve campaign performance. Brands are starting to use AI agents for marketing, allowing them to adjust thousands of ad parameters automatically. For example, Xnurta’s AI Copilot helped a brand significantly increase their sales and save a lot of time, working as efficiently as over 150 human ad experts. As AI becomes central to shopping, brands face the challenge of optimizing for AI-driven search. Unlike traditional search methods, AI search narrows down options based on personal preference. This shift means brands must ensure their products are relevant and reach consumers effectively. Overall, both consumers and brands are adapting to a smarter marketplace. The challenge remains to balance effective advertising with relevant search results. The future of shopping is undoubtedly intertwined with advancements in AI.