Even when price, shipping and returns are equal, 40.2% of consumers would direct an AI shopping agent to a large marketplace over a brand site or retailer.

Among marketplace shoppers, 53.9% would switch to a brand site for a lower price. Only 12.1% would switch for AI-handled checkout.

AI has shifted where consumers research but not where they buy. Amazon closed 59.7% of the most recent AI-assisted purchases surveyed, and 57.9% of AI shoppers said they usually still buy there.

Artificial intelligence (AI) shopping agents could make it easier for consumers to compare products and complete purchases, but they may not change where shoppers spend their money.

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Even when an autonomous AI assistant can purchase the same product from competing merchants at identical prices, with identical shipping and return terms, 40.2% of U.S. consumers would prefer it to buy from a large online marketplace, PYMNTS Intelligence’s October report “From Prompt to Purchase: Who Wins the AI Shopper?” found. By comparison, 21.8% would choose a department store or large retailer, 16.1% would select a brand’s own website, and another 21.8% would let the AI decide.

S. consumers in August. Even with every term of the offer matched, most still had a preference. 7% pointed to habit.

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