Would You Let AI Do Your Shopping? How Australians Are Starting to Shop Differently
When I shop online, I usually do what most people do: open several tabs, compare prices, read reviews and wonder whether I have actually found the best option.
But lately there is another way to shop. Instead of searching through dozens of products myself, I can simply ask AI: “Find me a gentle cleanser for sensitive skin under $30,” or “Compare these three products and tell me the main differences.”
And Australians are already starting to do exactly that.
1. Australians Are Already Shopping With AI
AI shopping may sound futuristic, but it is already becoming part of everyday online shopping in Australia.
Adyen’s 2026 Australian retail research found that 64% of Australian consumers had used AI assistants to browse, compare or discover products.
The research surveyed 2,012 Australian consumers aged 18 and over, showing that AI-assisted product discovery is no longer just a niche behaviour.
Separate research from IAB Australia and Pureprofile also found that shoppers are increasingly moving between search, retailer websites, reviews, social platforms and AI tools before making a purchase. AI is beginning to complement existing shopping habits rather than simply replace them.
2. What Are We Actually Asking AI to Do?
For now, most AI shopping is much less dramatic than asking a robot to take over our credit card.
AI can help narrow down choices, compare products and organise information that would otherwise require opening multiple tabs and websites.
That makes sense to me. If I am choosing between several skincare products, for example, I do not necessarily need AI to choose one for me. What I want is help sorting through the information faster.
Instead of opening ten tabs, I can ask one detailed question and use the answer as a starting point for my own research.
3. But Would You Let AI Press “Buy”?
This is where things become much more interesting.
The same Adyen research found that 64% of Australians felt uncomfortable allowing AI to complete a purchase on their behalf. Only 26% said they were comfortable with AI completing a purchase, and just 5% were fully comfortable letting it buy independently.
So Australians appear much more comfortable with AI as a shopping assistant than as the actual buyer.
We may happily ask AI to find the best options, but handing over the final decision — and the payment — is a much bigger step.
4. Why This Could Change Online Shopping
Until recently, online shopping usually started with a search box. We typed in a product, scrolled through results, opened retailer websites and compared them ourselves.
AI changes that process because we can describe what we actually want in normal language.
Instead of searching “best moisturiser Australia,” I could ask for a fragrance-free moisturiser for dry, sensitive skin, set a budget and ask for the main differences between several options.
That does not necessarily replace search engines, retailer websites or reviews. IAB Australia’s 2026 research suggests shoppers are increasingly moving across several channels before buying, with AI becoming another part of that discovery process.
AI may simply become another layer in the shopping journey — one that helps organise all those choices.
5. Convenience Is One Thing. Trust Is Another.
There is an obvious reason many shoppers still want control at checkout: AI can make mistakes.
Prices change. Stock availability changes. Product information can be incomplete. Recommendations may also depend on the information an AI system can access.
Then there are questions about personal data and payments. Adyen found that 91% of Australians prioritised security checks over speed at checkout.
So even if AI makes shopping faster, shoppers still need to check important details themselves — especially the retailer, current price, product information, return conditions and final payment amount.
6. How I Think My Own Shopping Will Change
I can already imagine using AI more often when I shop.
Not because I want it to make every decision for me, but because comparing products is one of the most time-consuming parts of shopping online.
For beauty products especially, I would happily use AI to organise ingredients, prices, reviews and product differences before deciding what deserves a closer look.
But would I give an AI a budget and tell it to choose a product, pay for it and have it delivered without checking first?
Not yet.
And judging by the latest Australian research, I am far from the only shopper who feels that way.
Adyen Index 2026 — Australia Retail Report
IAB Australia & Pureprofile — Commerce and Discovery Report 2026
Note: Survey results can vary depending on the sample and how AI shopping is defined. AI-generated recommendations should be checked against current retailer and product information before making a purchase.
