AI Shopping Across Generations: How Different Age Groups Use AI in Ecommerce

Artificial intelligence is reshaping how people shop online. But the way consumers use AI to discover, evaluate, and buy products varies considerably by generation. In 2026, understanding these differences helps retailers tailor experiences that improve conversion and loyalty across diverse audiences.

AI adoption in shopping is already mainstream: almost 60% of consumers have used AI tools to shop, and 97% of retailers have implemented or are developing AI programs to support ecommerce experiences.

Let’s look at how each generational cohort interacts with AI during the shopping journey.

Gen Z: Digital Natives With High AI Engagement

Generation Z (born 1997–2012) is shaping the future of AI shopping. This cohort is highly comfortable with digital interfaces and expects intelligent assistance as part of the shopping experience.

According to research:

• 44% of Gen Z already use AI to shop, and another 10% plan to in the future.
• Among Gen Z shoppers who use AI, 90% say it improves their shopping experience.

Gen Z’s high level of satisfaction reflects how seamlessly AI fits into their existing digital behavior; they treat tools like chat assistants, generative recommendations, and conversational search as partners in discovery, not just curiosities.

This generation also leads in replacing traditional search engines with AI tools, seeking speed, context, and personalized results instead of keyword navigation.

Millennials: Practical, Value-Driven AI Use

Millennials (roughly ages 27–42) prioritize efficiency and value when shopping online, and AI delivers on both.

Data shows:

• 46% of Millennials have used AI to shop, and an additional 12% plan to.
• Among those using AI, 95% say it improves their shopping experience.

For Millennials, AI is not just about experimentation, it’s about utility. Price comparisons, tailored recommendations, and deal discovery powered by AI help this generation shop smarter and faster. Many Millennials also use AI in place of traditional search as part of everyday product research.

Gen X: Selective But Appreciative of Clear Guidance

Generation X (ages 43–58) may be less digitally native than younger cohorts, but their use of AI is growing, especially when it clearly enhances understanding or simplifies complex decisions.

According to the data:

• 35% of Gen X consumers use AI to shop, and another 18% plan to.
• Of those who use AI, 92% say it improves their shopping experience.

Gen X shoppers tend to engage with AI tools when there’s a clear payoff: such as AI-aggregated product comparisons, expert summaries, or personalized deal alerts. They value confidence and clarity over novelty, and when AI delivers that, satisfaction is high.

Baby Boomers: Growing Adoption With Focus on Reassurance

Baby Boomers (ages 59–77) have historically been slower to adopt new technologies, but AI is breaking through on value-added use cases.

In this cohort:

• 26% have already used AI to shop, and 18% are interested in doing so.
• Among Baby Boomers who use AI, 87% say it makes the shopping experience better.

This increase in adoption, up 61% in satisfaction since last year, suggests that Boomers are beginning to embrace AI as a confidence tool, especially when it helps them make decisions on higher-consideration or technical products.

AI Shopping Trends Across All Ages

While generational behavior varies, overall consumer adoption of AI shopping tools is rising quickly:

• 71% of consumers say they want generative AI integrated into their shopping experiences, driven largely by Gen Z and Millennials.
• 58% of shoppers have replaced traditional search with generative AI tools for recommendations.
• AI-driven traffic to retail websites increased 4,700% year-over-year, underscoring explosive growth in discovery through AI.
• Almost 92% of consumers have encountered AI while shopping online, up significantly from prior years.

These figures show that AI usage is not niche, it’s mainstream and accelerating across demographics.

What This Means for Retailers

Understanding generational differences in AI shopping habits helps retailers tailor ecommerce experiences strategically:

For Gen Z:

• Invest in conversational discovery and AI-powered recommendations.
• Optimize short-form video, hyper-personalized interfaces, and intent-led search.

For Millennials:

• Prioritize efficiency, deal discovery tools, and AI-powered price optimization.
• Position AI features as practical helpers rather than gimmicks.

For Gen X:

• Use AI to clarify complex decisions through comparisons and expert summarization.
• Highlight transparency and ease of use.

For Baby Boomers:

• Offer AI tools that provide reassurance, simplicity, and clear guidance.
• Reduce cognitive friction with plain-language summaries and guided steps.

AI is less about replacing human judgment and more about augmenting it — helping each generation shop with confidence.

What This Means for 2026

Across generations, AI shopping adoption is  shaping expectations. From Gen Z’s intuitive use of conversational tools to Boomers adopting AI for added clarity, the common thread is this: AI works best when it enhances confidence and reduces friction across the shopping journey.

Retailers that understand how each demographic interacts with AI, and tailor experiences accordingly will be best positioned to improve engagement, increase conversion, and build loyalty in 2026 and beyond.

Talk to a Firework expert to learn how AI-powered discovery and personalized experiences can be tailored across generations to capture more conversions in your ecommerce store.

FAQ

Are younger shoppers really more likely to use AI for shopping?
Yes, Gen Z leads in adoption, with 44% already using AI tools for shopping, and 90% of those users saying it enhances their experience.

Does AI actually improve the shopping experience?
Across generations, a majority of users who shop with AI report that it makes the process better, with Millennials and Gen X reporting particularly high satisfaction levels.

Are older generations resistant to AI shopping?
While Baby Boomers use AI at lower rates than younger groups, satisfaction among those who do use AI has grown significantly, indicating increasing comfort when AI adds confidence.

Should retailers focus on AI features differently by age?
Absolutely, personalization, guidance, and ease of use should be calibrated to each group’s comfort and preference with AI tools.