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Generative AI Shopping Users
by Age
by Generation
by Platform
Weekly Users
by Function
Source: EMARKETER Forecast, March 2026 - March 2026
Note: internet users of any age who enter a prompt into a generative AI system to carry out shopping-related tasks via any device at least once per month but do not necessarily make a purchase; includes third-party AI platforms (e.g., ChatGPT) and retailer-native AI shopping assistants (e.g., Amazon’s Rufus); excludes AI-powered search summaries
Additional Note: Generative AI (genAI) systems interpret user input to output text or media. Examples include generative pretrained transformer (GPT) tools such as ChatGPT, Google Gemini, and Microsoft Copilot; conversational search interfaces such as Google’s AI Mode and Bing’s separate AI search interface; and other specialized genAI tools such as Amazon’s Rufus, Character.AI, and Nano Banana. AI-powered search summaries (e.g., Google AI Overviews) and AI-powered search results in social platforms (e.g., Meta AI in Facebook) are excluded. Legacy voice assistants (e.g., Amazon Alexa, Apple’s Siri) are excluded, even when powered by genAI.
Methodology: Estimates are based on the analysis of survey and web traffic data from research firms and regulatory agencies; historical trends; and country-specific demographic and socioeconomic factors.