Observed Signal · Aug 30, 2026 · Market Research · Source: Retail-News · Impact: 3/5 · Sentiment: Positive
BCG study: AI becomes top influence on purchases
A Boston Consulting Group (BCG) study cited by Retail-News finds artificial intelligence is rapidly gaining importance in consumers' purchase decisions. Roughly 31% of consumers already use AI during some phase of the shopping process, and respondents expect trust in AI to increase by 15 percentage points by 2030. About 19% are identified as “AI-loyalists,” and roughly 70% of those subsequently purchase products recommended by AI. The study also reports that more than half of consumers do not fully trust any single information source, that AI drives discovery of previously unknown brands, and highlights structural retail trends such as the rising share and spending power of single-person households in developed markets.
The BCG study indicates AI will substantially change brand discovery, recommendation and purchase behavior — implications for retail media, ad targeting, measurement and marketers' ability to influence conversions.
Wichtigste Kernpunkte & Evidenz
- BCG study: approximately 31% of consumers use AI in some phase of the shopping process.
- Survey respondents expect trust in AI to increase by 15 percentage points by 2030.
- About 19% of consumers are 'AI-loyalists'; roughly 70% of those buy products recommended by AI.
- More than half of consumers do not fully trust any single information source; AI is among the most trusted orientation aids.
- In developed markets about one in three households is single-person, and single-person households spend more per capita than multi-person households.
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