AI tools used by 36% of grocery shoppers, survey finds

JOSEPH GABRIEL LAGONSIN

News Editor

Rithum has published research showing that 36% of consumers have used AI tools to help buy groceries. The survey covered 1,046 online shoppers in the US and UK.

The findings suggest AI is moving into routine retail decisions, with shoppers using large language models and other tools before visiting supermarket websites or apps. Among those who used AI for grocery shopping, 66% said they used it to compare prices or assess options before buying.

Another 47% used AI to research product information, while 28% had already used AI tools to complete a grocery purchase. The figures point to a shift in how some consumers discover, assess and select grocery products in a market where convenience and price remain central to buying decisions.

For grocers, the data suggests AI tools are becoming another route through which shoppers find products and compare offers. That could make product data, pricing and promotions more important in systems beyond retailers’ own digital channels.

Sam Griffin, Vice President of Strategy and Engagement at Rithum, said shoppers are using AI in ways that could alter how retailers compete for attention. “Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments,” Griffin said.

He said the issue extends beyond simple search into recommendation-led shopping. “When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions and product information are accurate enough to surface in those recommendations,” Griffin said.

Changing habits

The research adds to a wider debate in retail and technology about how AI tools may reshape product discovery. Search engines, retailer apps and brand websites have long been the main digital routes into online shopping, but conversational AI services are beginning to act as an earlier filter for decisions on price, suitability and availability.

That change may be especially notable in grocery, where purchases are frequent, margins are tight and shoppers often decide quickly. If consumers increasingly ask AI tools to identify cheaper alternatives, compare pack sizes or suggest delivery options, supermarkets may face pressure to adapt how they present and update product information.

The data also suggests AI use is not confined to expensive or infrequent purchases. Grocery shopping is among the most routine consumer activities, and AI’s emergence in that process suggests the tools are becoming part of everyday behaviour rather than a niche experiment.

Rithum works with retailers including ASOS, M&S, Aldi and Shein. The survey respondents were evenly spread across age groups: 25% were aged 18 to 27, 26% were 28 to 43, 25% were 44 to 59 and 24% were 60 or older.

Discovery shift

The results underline how discovery in online retail is fragmenting across more channels. Instead of moving directly from a retailer’s homepage or app to a product listing, some shoppers now begin with a question to an AI assistant and receive options compiled from multiple sources.

For retailers, that raises questions about how visible their offers are when AI tools generate responses based on available product details, delivery terms and price points. It may also affect how brands and supermarkets think about digital shelf space, especially if recommendations from AI services influence where shoppers go next.

The survey was conducted among online shoppers in two large consumer markets, the US and UK, giving it a cross-market view of adoption. While the figures do not show how often consumers rely on AI for every grocery purchase, they suggest a significant minority have used the technology at some point in the past six months.

Among that group, price comparison appears to be the leading use case, ahead of product research and completed purchases. That pattern reflects the practical role AI is beginning to play in grocery buying, where shoppers often prioritise value and quick access to relevant information.

The survey found that more than a quarter of respondents who used AI for grocery shopping had gone beyond research and comparison to complete a purchase using the tools.