Nearly four in ten Australians have already used artificial intelligence (AI) to help decide what to buy.

That’s one of the headline findings from a new national study that suggests AI tools are quickly becoming part of the shopping journey, influencing how people research products, compare brands and ultimately spend their money. The AI Brandscape 2026 report from research firm The Navigators surveyed more than 1,700 Australians and found generative AI tools have shifted from early experimentation to mainstream behaviour.

The big implication for retailers? Customers are increasingly asking AI assistants what they should buy before they even hit Google or walk into a shop.

AI is moving into the retail decision process

Shoppers are increasingly turning to AI tools to help them decide what to buy, and they’re doing it across a wide range of categories. According to the research, 39 per cent of Australians say they have used generative AI tools to help make a purchasing decision.

Consumers are asking AI tools to compare products, recommend brands and narrow down options before they buy. The report suggests that AI tools are “becoming a decision-making aid that influences what many consumers see, trust and choose,” highlighting how they are now shaping product discovery and purchase decisions.

In fact, customers may be forming opinions about brands long before they land on a retailer’s website or store shelf.

Search isn’t the only way shoppers discover products anymore

Looking for a product or service? Google used to be your go-to, but increasingly, AI tools are starting to play the same role search engines once dominated. The study found 38 per cent of Australians use AI tools alongside or instead of traditional search when looking for information about products or brands.

Instead of scrolling through links, shoppers can simply ask an AI assistant for recommendations or comparisons. The report describes AI as a new “intermediary between consumers and brands”, which can influence which companies are considered in the first place. The findings suggest that visibility within AI-generated answers may become just as important as ranking on Google.

Younger shoppers are leading the shift

AI-assisted shopping behaviour is particularly strong among younger Australians. More than half of AI users under 35 say they have already used AI tools to help guide purchasing decisions.

That suggests the influence of AI in retail is likely to grow as younger, tech-savvy consumers make up a larger share of the market. The research also shows AI adoption isn’t evenly spread. Usage tends to skew towards younger, university-educated and employed Australians.

For retailers targeting younger demographics, AI visibility may become especially important.

Shoppers trust AI recommendations

What may come as a surprise is how comfortable many consumers already feel relying on AI advice.

Among shoppers who use AI tools:

• Nine in ten say they have used AI to discover brands or compare options before buying.
• More than three-quarters say they trust AI tools to make the right recommendations about brands or products.
• And 32 per cent of Australians say they act on AI recommendations when making buying decisions.

In many cases, AI is directly shaping purchasing behaviour.

The customer journey shortens

The report suggests the next shift could be AI tools handling the purchase itself. The study found 27 per cent of Australians would be open to buying products directly through an AI tool instead of visiting a retailer’s website or app.

Among regular AI users, willingness to try AI-powered buying agents is even higher. If these tools become mainstream, customers may increasingly rely on AI assistants to research, choose and complete purchases on their behalf. That raises questions about how customers will discover and access brands in the future.

AI use is accelerating

AI usage in Australia is still growing quickly. The report found 28 per cent of Australians are daily AI users, with regular users spending around four hours a week interacting with AI tools. Many also report they are using AI more often than they did a year ago. The finding suggests AI-assisted shopping behaviour is still in the early stages and likely to expand further.

Despite growing trust in AI tools, consumers still expect transparency. More than 80 per cent of AI users say AI tools should clearly disclose any advertising or sponsorship influencing recommendations. Consumers are also wary of AI-generated content that appears misleading or fake.

The research found 59 per cent of Australians say they have encountered AI-generated content online, but many still prefer content created by humans, particularly on social media.

Nonetheless, AI is becoming part of how customers research and choose products. The report concludes that brands need to adapt their discovery and marketing strategies to an environment where AI tools increasingly influence what consumers see and trust.

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