根据 NIQ 的最新数据，过去一个月里，约有 51% 的美国消费者至少使用过一种人工智能（AI）工具来辅助他们的购物决策。这是该市场研究机构在其“Agentic Commerce Tracker”报告中首次发现这一比例超过 50%。
Some 51% of US consumers used at least one AI tool to help them shop in the past month, according to new figures from NIQ. It is the first time the share has passed 50% in the market research firm’s Agentic Commerce Tracker.
NIQ 表示，过去两个季度里，AI 在购物中的使用率持续稳步上升，如今 AI 已经覆盖了购物的整个流程——从寻找产品到最终决定购买。
Use has grown steadily over the past two quarters, NIQ said. It now covers every step of a purchase, from finding a product to deciding to buy it.
调查显示，消费者最常使用 AI 功能来获取产品推荐（占比 20%），其次是 AI 个人购物助手（占比 16%）。调查还发现，人们主要利用 AI 来比较不同选项、评估产品价值并缩小选择范围。用 NIQ 的话来说，AI 的作用是“简化决策过程”，而非完全取代传统的购物方式。
What NIQ found about AI shopping Product recommendations were the most common use, at 20% of consumers. AI personal shopping assistants came next, at 16%. People mostly use AI to compare options, judge value and narrow their choices, the survey found. In NIQ’s words, AI is “compressing decision-making” rather than replacing shopping.
“就在几个月前，AI 辅助购物还仅被视为早期采用者的新兴行为；如今，它已经成为了主流现象，”NIQ 北美地区的总裁 Liz Buchanan 如是说。
“Just months ago, AI-assisted shopping was viewed as an emerging behavior among early adopters. Today, it is now mainstream,” said Liz Buchanan, NIQ’s president for North America.
对于品牌和零售商而言，这意味着产品内容的质量、AI 查找产品的效率以及产品数据的结构化程度，如今与产品的陈列位置和搜索排名同样重要。
For brands and retailers, that means product content, how easily AI can find a product, and structured product data now matter as much as shelf placement and search rankings, NIQ said.
Buchanan 强调：“消费者的购买路径正在迅速从以搜索为主的方式转变为以 AI 为主的方式，而这一变化的发生速度比许多企业意识到的要快得多。”
For brands and retailers, that means product content, how easily AI can find a product, and structured product data now matter as much as shelf placement and search rankings, NIQ said.
关于这项调查的详细信息：该调查属于 NIQ 的月度调研项目，每月会邀请约 500 名美国消费者参与。虽然该调查也涵盖了加拿大市场，但 NIQ 仅发布了美国市场的具体数据。
“The path to purchase is rapidly evolving from search-driven to AI-driven, and that change is happening faster than many organizations realize,” Buchanan said. How the survey works The tracker is a monthly survey. NIQ asks about 500 US consumers each month, as part of its Quick Question research. The tracker also covers Canada, but NIQ published only US figures.
NIQ 还提供相关工具来衡量这种购物趋势的变化。9 月 2 日，NIQ 宣布与 Similarweb 合作开发了一款新工具，用于追踪品牌在 ChatGPT、Gemini、Google AI Mode、Perplexity 和 Claude 等 AI 平台上的展示情况，并测量这些 AI 工具带来的流量和销售数据。该工具的首个版本预计将于 2026 年第四季度推出，最初仅针对少数产品类别和市场进行测试。
NIQ also sells tools to measure this shift. On 2 September, it announced a product with Similarweb that will track how brands show up in ChatGPT, Gemini, Google AI Mode, Perplexity and Claude. It will also measure how much traffic and how many sales come from those AI tools. A first version is due in the fourth quarter of 2026, starting with a few product categories and markets.
Similarweb自己的数据显示，人工智能搜索功能正在被分散到多个不同的辅助工具（或服务）中。支付公司也在开发能够自动完成购买交易的系统；Visa、Mastercard和Ant International已经合作，为这些自动化购买系统提供身份验证服务。这种“代理式购物”模式正在改变人们购买日常用品的方式。
Similarweb’s own data shows that AI search is fragmenting across several assistants. Payment companies are also working on agents that buy. Visa, Mastercard and Ant International have teamed up on ID checks for agents. Agentic commerce is also changing how people buy their groceries.