One in three Gen Z and one in four Millennials now prefer AI platforms over search engines, social media, or influencers for shopping advice, according to new global research from Commerce and Future Commerce.
The New Modes 2025 report surveyed 1,000 consumers across the US, UK, and Australia/New Zealand, highlighting the rise of what researchers call “agentic commerce”, a shift where AI becomes the first stop in the shopping journey.
The trend is particularly visible in Australia and New Zealand, where 46 per cent of Gen Z and Millennials use AI platforms daily.
Al Williams, general manager of B2C at Commerce, said the data shows a clear generational change: “Gen Z and Millennials now trust AI more than search, social or influencers to guide what they buy. The shift is clear: brands that show up inside AI-driven platforms will be the ones earning relevance and loyalty in this new era.”
Trust in AI recommendations grows
The report found 23 per cent of Gen Z and 27 per cent of Millennials trust AI recommendations more than human ones. Among all respondents, 41 per cent reported using AI platforms daily. By comparison, only 13 per cent of Gen X and 3 per cent of Boomers said they prefer AI for product research.
Phillip Jackson, co-founder and CEO of Future Commerce, said AI is shifting how brands connect with customers. “AI platforms aren’t just tools; they’re becoming trusted companions in the consumer journey. For retailers and brands, the implication is clear: the path to trust and loyalty increasingly runs through AI-driven channels.”
Always-on commerce mindset
The study also shows commerce is becoming embedded into culture and daily life. Nearly half of all consumers (48 per cent) say they maintain a “perpetual shopping list,” while 63 per cent abandon carts when forced to create an account, a sign of ongoing friction in ecommerce.
Other key findings include:
• Gen Z shoppers are nearly as likely to use AI (33 per cent) as search engines (37 per cent) for product research.
• Millennials show a wider gap, with 26 per cent preferring AI and 40 per cent search engines.
• 55 per cent of consumers said they would unsubscribe from a brand if they receive too many marketing messages.
The research suggests brands must adopt strategies such as Answer Engine Optimisation (AEO) and Generative Engine Optimisation (GEO) to ensure products are visible inside AI-driven platforms like ChatGPT and Perplexity. Without this, retailers risk being left out of the next generation’s shopping journey.
The full New Modes 2025 report is available via Future Commerce.