More than a third of shoppers have used AI to help buy groceries in the past six months. Consumers are increasingly turning to tools such as large language models to compare prices, research products and even complete purchases.

New research from commerce operations platform Rithum found that 36 per cent of consumers have used AI tools to support grocery shopping, highlighting how quickly the technology is moving into everyday retail habits.

Among those using AI for grocery purchases, 66 per cent said they used it to compare prices or weigh up different options before buying, as shoppers look for faster ways to find value.

Nearly half, at 47 per cent, used AI to research product information, while 28 per cent said they had already used AI tools to complete a grocery purchase.

Rithum said the findings point to a shift in how shoppers discover and evaluate grocery products, with consumers increasingly moving beyond supermarket websites, retailer apps and traditional search engines.

Instead, shoppers are using AI tools to find recommendations, compare prices and gather product information before they land on a retailer’s own platform.

The trend creates a fresh challenge for grocers, as AI becomes an increasingly influential discovery channel.

Retailers may now need to ensure product information, pricing and promotions are accurate and easily surfaced by AI tools, particularly as shoppers use the technology to make fast decisions around value, convenience and availability.

Rithum vice president of strategy and engagement Sam Griffin said: “Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments.

“When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions, and product information are accurate enough to surface in those recommendations.”

The research suggests AI is no longer limited to high-value or complex purchases, but is becoming embedded in routine grocery decisions where speed, price and convenience are key.

The findings are based on a survey of 1,046 online shoppers in the UK and US, conducted by Rithum and Studio’s Retail Dive. Respondents were evenly split across age groups, from 18 to 27 through to shoppers aged 60 and over.