The use of GenAI for shopping increased by 35% between February and November 2025, according to recent research by BCG.

The BCG report revealed that GenAI is becoming part of consumers’ everyday routines, including how they shop.

Key findings from the report:

• Over 60% of consumers express high trust in GenAI results
• Shoppers use GenAI across categories. It’s not reserved for special, big-ticket items, such as consumer electronics; it’s also deployed to find information and deals related to routine, everyday purchases, like groceries
• Consumers like GenAI because it’s direct, objective, transparent, and personalised. It helps them figure out what they want even when they are not initially sure
• 64% of consumers who use AI in the purchase journey use it in three or more product and service categories 

Kanika Sanghi, partner and director, BCG, said, “Adoption of generative AI in India has moved well beyond early experimentation. Awareness now stands at 94%, while usage has increased to 62%, placing India among the highest- adoption markets globally. Its application spans professional and consumer decision-making, with 63% of users relying on these tools at work and 64% using them to research brands and products as part of the purchase journey. This has important implications for brands. GenAI is now playing a significant role across consumer discovery, evaluation, and decision-making. With adoption extending across personal and professional decisions, brands in India will need to ensure they are effectively represented in AI-enabled journeys through clear value propositions, high-quality data, and responsible AI practices.”