McKinsey Report: AI Search Outpaces Traditional Tools in Shopping

Artificial intelligence search tools are growing significantly more influential in consumer shopping decisions than traditional search engines, according to a recent McKinsey report. Global users surveyed are more than three times as likely to view AI search tools as more influential than standard search engines.

The survey, which covered approximately 21,000 consumers across 11 markets in June 2026, showed that over half of consumers utilized standalone AI chat or search platforms for shopping within the prior three months. Nearly a third of these shoppers identified AI tools as the primary factor behind their most recent purchase.

While standalone AI platforms dominated product discovery and comparisons, retailer-operated assistants maintained a minor edge at the checkout phase due to existing infrastructure for payments, inventory, and delivery. Overall, shoppers praised AI tools for filtering choices, reducing scrolling, and saving time.

Researchers indicated that consumers are increasingly delegating research tasks to AI agents. Brands and retailers have been advised to enhance product details, pricing accuracy, inventory tracking, and data security to meet rising consumer demand.