Survey: 45% of Americans now use AI-powered search tools for shopping

Nearly half of Americans have embraced AI-powered search tools, reshaping how consumers find information and make purchases online. The new survey from adMarketplace reveals significant generational and gender differences in adoption patterns, offering critical intelligence for advertisers looking to capitalize on this shift. As AI becomes more integrated into native search environments, these emerging consumer behaviors signal important opportunities for businesses to enhance relevance and personalization in their digital marketing strategies.

The big picture: AI-powered search is gaining significant traction, with 45% of Americans having already used these tools and 17% now relying on them more than traditional search methods.

• Millennials and Gen Z demonstrate greater openness to AI search technologies compared to older demographics.
• Despite growing adoption, one in five Americans express no interest in using AI for search or shopping activities, indicating persistent skepticism.

Behind the numbers: Men show notably higher engagement with AI search tools across several key metrics compared to women.

• 30% of men interact with AI-generated results versus 20% of women.
• Male users place greater emphasis on ease of use (30% compared to 21% of women).
• Men are more likely to rely primarily on AI search, with 20% doing so compared to 14% of women.

Key drivers of adoption: Accuracy of results and user-friendly experiences are leading consumers to incorporate AI into their online behavior.

• 25% of respondents specifically cited relevant results and ease of use as primary reasons for using AI-powered search.
• More than two-thirds (69%) of Americans have interacted with AI-generated prompts and search results.
• With 53% of users somewhat to very likely to continue using AI search, the trend shows strong sustainability.

Why this matters: The integration of AI into search behavior is creating new opportunities for personalized shopping experiences.

• 47% of consumers now employ AI tools during their online shopping journey.
• 27% particularly value receiving personalized results based on their specific inputs.
• A quarter of Americans now use AI tools frequently, suggesting these technologies are becoming embedded in regular consumer behavior.

Implications for businesses: adMarketplace’s findings suggest clear strategic directions for companies wanting to leverage the AI search trend.

• The data indicates advertisers should prioritize embedding AI capabilities into native search experiences.
• Enhanced relevance, engagement, and personalization represent the primary benefits businesses can achieve through AI integration.
• With substantial portions of consumers still hesitant, companies have opportunities to address mistrust and demonstrate clear value propositions.