Gen Z shoppers are increasingly turning to ChatGPT over Google when researching products, according to new research.
Almost a third of Gen Z consumers named ChatGPT as their most trusted source for product research, compared with just 12 per cent who selected Google Search, according to new research from Spreedly.
ChatGPT also ranked ahead of friends and family, online reviews and retailer websites among the age group.
However, across consumers as a whole, Google remains the most trusted source for product research at 25 per cent, followed by friends and family at 22 per cent.
Spreedly chief executive Justin Benson said younger consumers were beginning to use AI in an area of the shopping journey that had historically been dominated by “search engines, retailers and brands”.
The research also suggests AI-powered shopping assistants could weaken traditional brand loyalty due to consumers prioritising price and product recommendations.
Some 63 per cent of consumers said they would or might allow an AI shopping assistant to select brands on their behalf if doing so consistently saved them 20 per cent on purchases.
Younger shoppers were particularly open to switching, with 34 per cent of Gen Z and 30 per cent of millennials saying they would give up brand loyalty if an AI assistant consistently found the best products at the lowest prices.
Consumers remain significantly more cautious about allowing AI to complete purchases autonomously.
Almost two thirds said they would not allow an AI shopping assistant to spend money without approval, while 16 per cent would permit it only for small purchases. Just 20 per cent said they would allow AI to spend without obtaining permission first.
Consumers were equally reluctant to hand over payment credentials. Just 19 per cent said they would give an AI shopping assistant access to their payment information in return for a guaranteed lowest price, while 58 per cent said they would not.
The findings suggest consumers are becoming comfortable delegating product discovery and comparison to AI more quickly than they are willing to relinquish control of checkout.
The study was carried out by Talker Research on behalf of Spreedly and surveyed 2,000 adults online between 3 and 8 September 2026.
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