Gen Z Shoppers Preferred ChatGPT Over Google Search
New data from September 2026 revealed that younger consumers are increasingly turning to AI for product research.
Updated on Oct. 5, 2026 in Shopping — General
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Nearly one-third of Gen Z shoppers now rank ChatGPT as their most trusted source for product discovery, significantly outpacing Google. Data from September 2026 shows a major shift as younger buyers prioritize automated recommendations over traditional search methods.
Why it matters
Consumers are increasingly prioritizing price savings and automated convenience over traditional brand loyalty. This transition allows AI assistants to play a larger role in the retail process when cost efficiencies are clear.
Approximately 83% of Gen Z consumers utilized AI for shopping tasks during the three months leading up to September 2026. Additionally, traffic from generative AI services to retail websites surged by 4,700% year-on-year as of July 2025.
The players
ChatGPT
This generative AI service developed by OpenAI provides direct conversational answers and product recommendations.
This technology company operates a dominant search engine and the AI assistant Google Gemini.
Talker Research
This organization conducts public opinion surveys and market data analysis regarding consumer behavior.
The details
Shoppers are moving away from traditional web searches to request direct answers and product comparisons from AI assistants. This behavioral change is further evidenced by AI adoption rates in markets like Australia, where ChatGPT reaches 10.5 million people compared to 5 million for Google Gemini.
Timeline
July 2025: Traffic from AI services to retail sites jumped 4,700%.
September 3-8, 2026: Talker Research conducted a survey of 2,000 adults.
Culture Shift
The widespread adoption of AI for shopping reflects a broader rejection of traditional web navigation in favor of instant, curated answers. This shift follows the pattern established by the 4,700% year-on-year growth of generative AI traffic to retail sites.
Adopting AI for product research may help you secure better pricing, as 63% of consumers are open to AI brand selection if it yields 20% in savings. This requires shifting your habits from manual keyword searching to asking AI assistants specific comparison queries.
The takeaway
Consumers can leverage AI tools to automate price comparisons and discover new brands that align with their budget goals. By testing these assistants for small purchases first, shoppers can determine if automated recommendations consistently meet their quality and savings expectations.
Further reading
Learn more about the evolving landscape of retail and consumer habits in our Shopping — General section.
Source note: This article includes information reported by ChannelNews.
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Do you trust AI assistants more than traditional search engines for your online shopping research?
