调研显示美国消费者逐步接受AI代理购物

作者：亿邦AI 文章来源：亿邦动力

2026-07-07 10:04

作者：亿邦AI 文章来源：亿邦动力

2026-07-07 10:04

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这是AI营销云服务商Zeta Global2026年发布的美国AI购物行为调研，核心结论是美国消费者正逐步接受AI代理购物，目前代理式购物处于早期萌芽阶段，相关干货信息如下：

1. 现阶段AI主要承担商品发现与评估功能，70%用户仍偏好到品牌官网完成交易，54%用户更偏好品牌推出的个性化AI服务，18到45岁群体该占比达58%。

2. 有未成年子女的家长是AI购物的最早采纳者，比非家长群体更愿意允许AI在预算内代下单、自动复购必需品，也更容易通过AI发现新品牌。

3. AI购物能帮36%的用户减少购物调研时间，帮59%的用户降低退货概率，同时可能让部分用户增加购物支出、减少到店购物意愿，不同性别常用品类不同，男性多用于买电子产品，女性多用于买美妆。

本次调研显示美国已经出现AI代理购物的明确消费新趋势，对品牌布局相关业务有以下参考干货：

1. 消费趋势与用户行为：消费者对AI购物的接受度提升极快，短短数月就从仅接受AI介入决策升级为愿意授权AI代行操作，54%用户偏好品牌自有个性化AI服务，18-45岁群体占比达58%，家长群体接受度远高于非家长群体。

2. 品牌营销与渠道建设：AI已经成为消费者发现和评估商品的核心渠道，目前70%用户仍会选择到品牌官网完成最终交易，品牌拥有直面用户的渠道优势。

3. 实操方向：品牌需要优先明确自身在AI渠道的露出情况，优化在AI推荐中的呈现方式，打造实用的AI购物体验获取用户关注，还可借助AI降低用户退货率，优化售后成本。

本次调研揭示了美国AI购物领域的最新变化，给卖家带来明确的机会提示与发展参考：

1. 行业发展与增长机会：AI代理购物目前处于早期萌芽阶段，消费者接受度提升速度远超预期，从2025年末刚接受AI介入决策，到2026年中已经升级为愿意授权AI操作，赛道增长空间广阔，提前布局者更容易抢占红利。

2. 消费需求变化：用户普遍更偏好品牌自有个性化AI服务，而非通用AI工具，不同人群需求差异明显，家长群体更愿意授权AI代下单、自动复购，男性侧重AI选电子产品，女性侧重AI选美妆。

3. 实操提示：当前AI主要承担商品发现评估功能，最终交易大多仍在品牌官网完成，卖家需要重点做好AI推荐端的品牌露出，抓住AI帮用户发现新品牌的机遇，匹配不同人群需求调整布局。

本次调研显示美国AI购物正在快速普及，给工厂的产品布局、数字化转型带来多方面启示：

1. 产品生产与设计需求：AI购物会帮助用户发现原本不会关注的新品牌新产品，超七成家长、六成普通用户都能通过AI发现新品牌，工厂打造差异化新产品更容易获得曝光机会；电子、家庭用品、美妆是当前AI购物的核心热门品类，工厂可针对性调整生产设计方向，匹配市场需求。

2. 商业机会与数字化启示：目前消费者更偏好品牌专属的个性化AI服务，若工厂布局自有品牌，需要提前规划自有AI服务的建设，适配AI购物的新流程。

3. AI购物能降低用户退货概率，工厂可以配合AI优化产品信息的准确度，进一步降低自身的售后成本，提升盈利空间。

本次调研揭示了AI购物服务行业的发展趋势、客户痛点，给服务商的业务布局提供明确方向：

1. 行业发展趋势：AI代理购物目前处于早期萌芽阶段，消费者接受度提升速度极快，短短几个月就从接受AI介入购物决策，升级为愿意授权AI代行购物操作，市场需求增长明确，赛道整体发展前景广阔。

2. 客户核心痛点：当前品牌方普遍还没有做好应对AI购物新趋势的准备，多数品牌不清楚如何在AI渠道做好品牌露出，也不知道怎么优化自身在AI推荐中的呈现方式，以此获取用户关注。

3. 业务方向：超过半数消费者偏好品牌推出的个性化AI服务，而非通用AI工具，服务商可以针对性开发面向品牌的个性化AI购物解决方案，帮助品牌完成AI渠道布局，匹配当前消费者的需求。

本次调研揭示了AI购物趋势下，消费者和品牌对购物平台的新需求，给平台商的运营布局提供参考：

1. 需求变化：当前绝大多数AI购物用户，完成最终交易时仍然偏好直接前往品牌官网，AI目前只承担商品选品评估的功能，同时消费者更青睐品牌自有个性化AI服务，而非平台通用AI工具，平台需要调整自身定位，做好AI选品与品牌交易环节的对接。

2. 运营与招商方向：AI购物有明显的品类和人群差异，电子产品、家庭用品、美妆是当前AI购物的核心热门品类，平台可以针对这类热门品类优化AI选品推荐模块，针对性吸引对应品牌入驻，提升平台流量转化。

3. 风向规避：当前完全自主的AI购物还处于发展早期，没有获得消费者广泛认可，平台不要盲目推进全流程AI代理交易，优先布局AI选品对接交易的模式，适应当前用户的消费习惯。

本次调研是Zeta Global推出的第二期AI购物洞察项目，针对美国AI购物发展早期的消费者行为开展实证调研，为产业研究提供了一手数据和研究方向：

1. 产业新动向：AI代理购物已经进入早期萌芽阶段，消费者接受度提升速度远超预期，短短半年时间就从仅接受AI介入购物决策，升级为愿意授权AI代行购物操作，代理式购物已经成为全球电商领域值得关注的新产业方向。

2. 行业新问题：当前消费者已经逐步适应AI参与购物流程，但品牌端普遍还未做好对应的布局准备，AI渠道的品牌露出、内容呈现已经成为行业待解决的新问题，值得深入研究。

3. 商业模式研究：当前阶段主流模式为“AI获客评估+品牌官网成交”，消费者更认可品牌自有个性化AI服务，而非通用第三方AI，这为AI购物领域的商业模式研究提供了重要的实证基础。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

This is a 2026 survey on AI-powered shopping behaviors in the U.S. released by AI marketing cloud provider Zeta Global. Its core finding is that American consumers are gradually accepting AI agent-assisted shopping, which is currently in an early nascent stage. Key takeaways are as follows:

1. At this stage, AI primarily handles product discovery and evaluation. 70% of users still prefer completing purchases on brand websites, 54% favor personalized AI services offered directly by brands, and this share rises to 58% among consumers aged 18 to 45.

2. Parents with minor children are the earliest adopters of AI shopping. Compared to non-parents, they are more willing to allow AI to place orders within budget and auto-replenish necessities, and are also more likely to discover new brands via AI.

3. AI shopping cuts down shopping research time for 36% of users and reduces return rates for 59% of users. It may also lead some users to increase overall spending and lower willingness to shop in physical stores. Popular categories differ by gender: men mostly use AI to shop for electronics, while women use it for beauty products.

This survey identifies a clear emerging trend of AI agent-assisted shopping among U.S. consumers, and provides the following actionable insights for brands looking to enter this space:

1. Consumer trends and behavior: Consumer acceptance of AI shopping is growing extremely rapidly. In just a few months, attitudes have shifted from only tolerating AI-assisted decision-making to being willing to authorize AI to complete shopping operations. 54% of consumers prefer brand-owned personalized AI services, with this share reaching 58% among 18-45 year-olds, and parents show far higher acceptance than non-parents.

2. Brand marketing and channel development: AI has become a core channel for consumers to discover and evaluate products. Currently, 70% of users still choose to complete their final purchases on brand websites, giving brands an inherent advantage in direct-to-consumer access.

3. Actionable priorities: Brands should first clarify their brand visibility in AI channels, optimize how their products are presented in AI recommendations, build practical AI-powered shopping experiences to attract user attention, and leverage AI to reduce return rates and cut after-sales costs.

This survey reveals the latest developments in the U.S. AI shopping space, and provides clear opportunity signals and guidance for sellers:

1. Industry development and growth opportunities: AI agent-assisted shopping is currently in an early nascent stage, and consumer acceptance has grown far faster than expected. From just accepting AI input on purchase decisions at the end of 2025, consumers are already willing to authorize AI to handle full operations by mid-2026. The track offers significant room for growth, and early movers are best positioned to capture first-mover advantages.

2. Shifting consumer demand: Consumers generally prefer brand-owned personalized AI services over general-purpose AI tools, and demand varies significantly across demographic groups. Parents are more willing to authorize AI to place orders and auto-replenish goods; men use AI primarily for electronics shopping, while women use it for beauty products.

3. Actionable guidance: AI currently focuses on product discovery and evaluation, and most final transactions still occur on brand websites. Sellers should prioritize building strong brand visibility in AI recommendation systems, leverage the opportunity AI creates for consumers to discover new brands, and adjust their strategies to match the needs of different demographic groups.

This survey shows that AI shopping is spreading rapidly across the U.S., and provides multiple insights for factories on product portfolio planning and digital transformation:

1. Product development and design demands: AI shopping helps consumers discover new brands and products they would not have found otherwise. More than 70% of parent consumers and 60% of general consumers discover new brands via AI, so factories that develop differentiated new products gain greater exposure opportunities. Electronics, home goods, and beauty are currently the core popular categories for AI shopping, so factories can adjust their product development and design strategies to align with this market demand.

2. Business opportunities and digital takeaways: Consumers currently prefer brand-exclusive personalized AI services. If factories are developing their own branded businesses, they should plan the development of their own AI services early to adapt to the new workflows of AI shopping.

3. AI shopping reduces consumer return rates, so factories can work with AI tools to improve the accuracy of their product information, further cut after-sales costs, and boost profit margins.

This survey reveals development trends and core customer pain points in the AI shopping service industry, and provides clear direction for service providers' business strategy:

1. Industry development trends: AI agent-assisted shopping is currently in an early nascent stage, and consumer acceptance is growing extremely rapidly. In just a few months, attitudes have shifted from accepting AI input on purchase decisions to being willing to authorize AI to handle full shopping operations. Market demand is clearly growing, and the overall industry has strong growth prospects.

2. Core customer pain points: Most brands are not yet prepared for the new trend of AI shopping. The majority are unsure how to establish strong brand visibility in AI channels, or how to optimize their presentation in AI recommendations to attract consumer attention.

3. Business development direction: More than half of consumers prefer personalized AI services from brands over general-purpose AI tools. Service providers can develop customized AI shopping solutions for brands to help them complete their layout in AI channels and match current consumer demand.

This survey reveals new demands from consumers and brands for shopping platforms amid the AI shopping trend, and provides guidance for platforms' operational strategy:

1. Changing demand: The vast majority of AI shopping users still prefer completing their final purchases directly on brand websites. AI currently only handles product selection and evaluation, and consumers favor brand-owned personalized AI services over platform-built general AI tools. Platforms need to adjust their positioning, and focus on connecting AI-powered product selection with brand-owned transaction channels.

2. Operations and merchant recruitment direction: AI shopping has clear category and demographic differences. Electronics, home goods, and beauty are currently the core popular categories for AI shopping. Platforms can optimize AI-powered product selection and recommendation modules for these high-demand categories, attract relevant brands to join the platform, and improve traffic conversion.

3. Risk mitigation: Fully autonomous AI shopping is still in early development and has not won broad consumer acceptance. Platforms should not rush to roll out end-to-end AI agent transactions. Instead, they should prioritize building an AI selection-to-brand transaction model that aligns with current consumer habits.

This survey is the second installment of Zeta Global's AI shopping insights program, an empirical study of consumer behavior in the early stage of AI shopping development in the U.S. It provides first-hand data and research directions for industry research:

1. New industry trends: AI agent-assisted shopping has now entered the early nascent stage, and consumer acceptance has grown far faster than expected. In just half a year, attitudes have shifted from only accepting AI input on purchase decisions to being willing to authorize AI to complete full shopping operations. Agent-assisted shopping has become an emerging industry direction worthy of attention in the global e-commerce sector.

2. New industry challenges: Consumers have gradually adapted to AI participation in the shopping process, but most brands have not yet made corresponding preparations. Brand visibility and content presentation in AI channels have emerged as new, unaddressed industry problems worthy of in-depth research.

3. Business model research: The dominant model at this stage is "AI customer acquisition and evaluation + transaction on brand website." Consumers favor brand-owned personalized AI services over general-purpose third-party AI tools, which provides important empirical support for research on business models in the AI shopping space.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

2026年7月，AI营销云服务商Zeta Global发布最新AI购物行为调研结果。本次调研于2026年5月在线开展，覆盖2000名过去三个月内使用AI完成购物的美国成年人，为该公司AI购物洞察系列的第二期项目。调研结果显示，消费者正越来越愿意授权AI代理代为选购商品，这一趋势标志着代理式购物的早期萌芽。

目前完全自主的AI购物仍处于发展早期，消费者更倾向于将部分购物流程交由AI完成。现阶段AI更多承担商品发现与评估的角色，70%的AI购物用户仍偏好直接在品牌官网完成交易，而非通过AI下单。同时54%的AI购物用户更愿意选择品牌推出的个性化AI服务，而非通用AI工具，18到45岁群体的这一占比达到58%。

家中有18岁以下子女的家长群体是这一趋势的最早采纳者。43%的受访家长提及愿意允许AI在设定预算内代为下单，非家长群体的这一比例为27%。同样占比43%的受访家长提及愿意让AI自动复购家庭必需品，非家长群体占比为31%。74%的受访家长提及AI帮助自己发现了原本不会考虑的新品牌，非家长群体这一数值为66%。60%的受访家长提及更偏好品牌专属的个性化AI服务，非家长群体占比为49%。

全样本范围内也可观察到明显的消费行为变化。36%的AI购物用户花费在购物调研上的时间有所减少，59%的用户提及AI降低了自己退货的可能性。21%的用户提及使用AI后购物支出有所增加，29%的用户提及AI降低了自己到店购物的意愿。

AI购物的使用场景存在明显的品类与人群差异。电子产品是AI辅助购物最常见的品类，33%的AI购物用户将其列为最常使用AI选购的品类，男性群体中这一占比达到45%。女性群体中最常使用AI选购的品类为美妆产品，占比20%，男性群体中这一占比仅为4%。家庭用品位列整体第二，占比21%，服装珠宝及配饰排在第三位，占比15%。

Zeta Global联合创始人、董事会主席兼首席执行官David A. Steinberg提及，目前消费者正越来越信任AI作出的购物决策，当前更核心的问题是品牌是否做好准备被AI发现、推荐并最终选中，随着消费者越来越依赖AI发现和评估产品，品牌需要明确自身在AI渠道的露出情况。

Zeta Global客户关系管理总裁Pamela Lord提及，2025年末该公司首次开展AI购物调研时，消费者刚刚开始接受AI介入购物决策，仅数月后这一接受度就已经升级为授权代行操作。随着AI在购物流程中的影响力不断提升，品牌需要了解自身在AI推荐中的呈现方式，创造足够实用的体验获取用户关注。

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FAQ回顾

美国消费者对AI代理购物的接受度如何？

Zeta Global2026年覆盖2000名美国AI购物用户的调研显示，消费者越来越愿意授权AI代理选购商品，目前AI多承担商品发现与评估角色，70%用户仍偏好于品牌官网完成交易，54%用户更愿意选择品牌推出的个性化AI服务。

AI辅助购物最常见的消费品类有哪些？

AI辅助购物最常见的品类是电子产品，33%的AI购物用户将其列为最常使用AI选购的品类，男性群体占比达45%；其次是占比21%的家庭用品，占比15%的服装珠宝及配饰排在第三位。

使用AI辅助购物会给消费者带来哪些影响？

调研数据显示，36%的AI购物用户花费在购物调研上的时间有所减少，59%的用户表示AI降低了自己退货的可能性，21%的用户使用AI后购物支出有所增加，29%的用户到店购物意愿有所降低。

哪些人群更愿意使用AI代理购物服务？

家中有18岁以下子女的家长群体是AI代理购物趋势的最早采纳者，43%的受访家长愿意允许AI在设定预算内代为下单，43%的受访家长愿意让AI自动复购家庭必需品，占比均远高于非家长群体。

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