Zip Research Reveals Two-Thirds of US Shoppers Turn to AI Before Making Purchase Decisions

NEW YORK--(BUSINESS WIRE)--Zip Co Limited (ASX: ZIP), the digital financial services company offering innovative, people-centred products for everyday Americans, released new research revealing artificial intelligence is rapidly becoming embedded in the modern shopping journey. American shoppers are increasingly turning to AI tools to discover, evaluate, and purchase products with greater confidence.

The survey of 1,755 Zip US shoppers found AI adoption has moved firmly into the mainstream. More than two-thirds of respondents (68%) reported using an AI tool within the past three months, while nearly two-thirds of those shoppers (65%) engage with AI at least weekly.

The findings suggest AI is becoming an increasingly influential part of the path to purchase.

Key findings include:

• Among AI shoppers, 79% used AI for research and learning, while 66% use it to compare products, brands or services
• More than three quarters (77%) say it has some or a lot of influence on their purchase decisions
• Despite growing adoption, 79% of shoppers say they want full control over final purchase decisions
• One in four (24%) of shoppers used AI to help with a shopping or purchase decision in the past three months

The research suggests AI is becoming an increasingly influential part of the path to purchase. Nearly half of AI shoppers (48%) said it helped them make purchase decisions faster, while more than one-third (35%) said it introduced them to new products or brands they may not have otherwise considered. Results point to the growing influence on shoppers' purchasing behavior.

“AI is reshaping how Americans shop, and our shoppers are leading that shift," said Joe Heck, US CEO. "What this research shows is people are using AI to shop with more intention and confidence. Whether it's researching products, comparing alternatives, or validating a purchase, AI is becoming an increasingly important part of the shopping journey."

The research also highlights a growing tension at the center of AI-enabled commerce: shoppers are embracing intelligent assistance while remaining cautious about surrendering control. Nearly four in five respondents (79%) said they want full control over final purchase decisions, underscoring the continued importance of transparency, trust, and consumer choice as AI becomes more deeply embedded across retail and commerce experiences. Nearly four in five respondents (79%) said they want full control over final purchase decisions, underscoring the continued importance of transparency, trust, and consumer choice as AI becomes more deeply embedded across retail and commerce experiences, with 51% of shoppers saying they would be comfortable with AI autonomously completing a purchase on their behalf.

“As AI becomes a bigger part of the commerce ecosystem, trust becomes even more important," Heck added. "The message from shoppers is clear: they want technology that helps make smarter decisions, but still expect to remain firmly in control. The future of commerce won’t be about replacing human decision-making, it will be about empowering better decisions through technology."

About the research

The research was conducted via an online survey of 1,755 US Zip shoppers.

About Zip

Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets, Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.

Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.

For more information, visit: www.zip.co