Australians Increasingly Rely on AI for Informed Shopping Decisions

The world of retail is witnessing a significant shift with the integration of artificial intelligence (AI) in guiding shopping choices. A recent survey conducted by Zip, a leading fintech company, reveals that Australians are embracing AI tools to support their shopping decisions. The study, which polled 1,323 Australian Zip customers, found that 81% of respondents had utilized an AI tool in the past three months, with 36% using AI to aid in a shopping or purchase decision during the same period.

The findings suggest that AI is becoming an integral part of the shopping experience, with 77% of AI users leveraging these tools at least weekly. This frequent use indicates that AI is no longer a novelty but a routine digital behavior. Among those who use AI for shopping, 85% had done so within the past month, demonstrating a high level of adoption and comfort with the technology.

The primary use of AI in shopping remains at the research stage, with 79% of AI shoppers using it for research and learning, and 66% using it to compare options. This suggests that consumers are leveraging AI to narrow down choices and gather information before making a final decision themselves. The influence of AI on purchase choices is rising, with 77% of AI shoppers stating that the technology has some or a significant impact on their decisions.

However, the study also reveals a clear divide between assistance and autonomy. While many customers are comfortable using AI to sort through products and weigh alternatives, they remain cautious about handing over the final act of buying. About 92% of AI shoppers are comfortable with AI comparing options, explaining trade-offs, and making recommendations, but this level drops sharply to 37% when AI moves to completing a purchase automatically.

The research sheds light on the areas where AI is having the greatest effect, with 53% of respondents using AI to help discover or decide on consumer electronics and appliances. This category suggests that AI is already influencing considered purchases, where customers may face a multitude of models, brands, and price points. Other common areas cited in the research include apparel, beauty, health and medical, fitness, and home renovation.

Consumers also reported that AI can make shopping more efficient, with 60% stating that it helped confirm a recent purchase decision, 46% saying it helped them decide faster, and 39% saying it introduced them to new products or brands. These responses point to AI playing several roles at once: a search assistant, a comparison tool, and, in some cases, a source of product discovery.

The findings come as consumer-facing AI tools become more prevalent across search, retail, and digital payments. For financial services groups and retailers alike, the question is not only whether customers will use these systems but how far they are willing to let them act on their behalf. Zip's research indicates that trust remains a central issue, with customers accepting recommendations and analysis but drawing a firm line at automatic purchasing.

Soraya Alali, Chief Executive Officer, ANZ, at Zip, noted that the company's research showed customers were already incorporating AI tools into everyday decision-making. 'With AI becoming part of everyday life, our customers are clearly open to using it to help them make smarter shopping decisions,' Alali said.