Artificial intelligence is playing an increasingly important role in how younger consumers in the UK discover products online, according to new research from Whistl. The company’s report, Ecommerce in 2026: The Search for Clarity and Convenience, suggests that generative AI tools are becoming a common part of the online shopping journey, particularly for shoppers looking for quick guidance or help comparing options.
The study found that nearly half of Gen Z and Millennial shoppers have already used generative AI to discover products online. Of those, roughly one in three said they had gone on to purchase an item recommended by an AI tool. In contrast, adoption among older age groups remains much lower. Around a quarter of Gen X respondents said they had experimented with AI for product discovery, while only about one in ten Baby Boomers reported doing so. Purchases influenced by AI recommendations were even less common among these groups.
Electronics emerged as the category most influenced by AI-generated suggestions, with 43% of respondents saying AI had helped them discover products in this area. Clothing, books and media, and home goods were also frequently mentioned.
Younger consumers also appear more open to acting on AI advice when it aligns with their needs. Three in five Gen Z and Millennial respondents said they would consider buying a product recommended by AI if it matched what they were looking for. This willingness falls to around three in ten among Gen X shoppers and about one in five among Baby Boomers.
Despite the growing use of AI tools, traditional sources of advice still dominate when it comes to trust. Recommendations from friends and family ranked highest across all age groups, followed by product reviews and colleagues. Overall trust in AI-generated recommendations was lower, standing at 34%, although younger consumers were far more likely to view AI suggestions as credible than older shoppers.
The findings are based on a survey of 1,000 UK adults aged 18 to 79 who regularly shop online for non-grocery items.