Generational divide remains when it comes to Gen AI shopping tools
Generative AI tools are increasingly being used to search for products online – especially by younger consumers.
Almost half (46%) of consumers have used Gen AI tools to search for products and gift ideas, according to a new survey from VTEX. Of those who have used Gen AI in this way, an overwhelming 89% found it helpful for discovering options. Seventy percent of Gen Z respondents have used the technology to search for products and gift ideas, showcasing its appeal with younger shoppers.
Baby boomers are most torn when it comes to whether personalized product recommendations are helpful or not, according to the survey. Those who found personalized recommendations helpful (32%) and those who did not find them helpful (32%) are split at an even rate.
A quarter of boomers (25%) find it hard to tell when AI is being used in shopping experiences, while 42% of millennials are confident they can usually tell when AI is being used in shopping experiences.
VTEX’s survey revealed that AI has a trust problem among older generations, as only 6% of boomers are very likely to click on recommendations/links from AI tools, compared to 35% of millennials and 31% of Gen Z. Three-quarters of consumers in both age groups are “somewhat” or “very likely” to click on recommendations from AI tools.
[READ MORE: Study: Online shopping in biggest slowdown in years as tariffs disrupt purchasing]
Additional insights from the survey include the following:
75% of those surveyed said they have noticed personalized product recommendations based on shopping behavior. Of those, 70% found the recommendations helpful.
- 43% of consumers would find it most helpful if AI could provide personalized deals or coupons based on habits.
- More women have trouble finding the right size compared to men; 49% of women would find it most helpful if AI could predict the best size, compared to 36% of men.
- Almost half (46%) of Gen Z would find it most helpful if AI could predict the best size to reduce returns; 37% of Gen Z would find this information most helpful, versus 12% of boomers.
VTEX’s online AI survey was fielded by Dynata in June 2025. It includes 1,000 U.S. adults.
