Zip finds Australians use AI to guide shopping choices

Zip has released research showing its Australian customers are increasingly using artificial intelligence tools to support shopping decisions, pointing to growing use of AI before checkout.

The survey of 1,323 Australian Zip customers found 81% had used an AI tool in the past three months, while 36% had used AI to help with a shopping or purchase decision over the same period. Among those who already use AI for shopping, 85% had done so within the past month.

Use appears to be both broad and frequent. Among AI users, 77% use the tools at least weekly, suggesting they are becoming part of routine digital behaviour rather than occasional experimentation.

For shoppers who turn to AI, the main uses remain at the research stage. Zip found 79% of AI shoppers use it for research and learning, while 66% use it to compare options.

That suggests consumers are using AI to narrow choices and gather information before making a final decision themselves. The findings also show its influence is rising, even if full automation remains less acceptable.

Among AI shoppers, 77% said the technology has some or a lot of influence on their purchase choices. At the same time, 88% of all respondents said they want full control over final purchase decisions.

The results suggest a clear divide between assistance and autonomy. Many customers appear comfortable using AI to sort through products and weigh alternatives, but remain more cautious about handing over the final act of buying.

About 92% of AI shoppers are comfortable with AI comparing options, explaining trade-offs and making recommendations. That level drops sharply to 37% when AI moves to completing a purchase automatically.

Shopping habits

The study also sheds light on where AI is having the greatest effect. Among respondents who use AI in the shopping experience, 53% said they use it to help discover or decide on consumer electronics and appliances.

That category suggests AI is already influencing considered purchases, where customers may face a large number of models, brands and price points. Other common areas cited in the research include apparel, beauty, health and medical, fitness and home renovation.

Consumers also said AI can make shopping more efficient. Among those using AI in their shopping experience, 60% said it helped confirm a recent purchase decision, 46% said it helped them decide faster, and 39% said it introduced them to new products or brands.

These responses point to AI playing several roles at once: a search assistant, a comparison tool and, in some cases, a source of product discovery. The research suggests its value lies less in replacing shopping activity than in reducing the effort involved in sorting information.

Control concerns

The results come as consumer-facing AI tools become more common across search, retail and digital payments. For financial services groups and retailers alike, the question is not only whether customers will use these systems, but how far they are willing to let them act on their behalf.

Zip's findings indicate that trust remains a central issue. Customers may accept recommendations and analysis, but many appear to draw a firm line at automatic purchasing.

Soraya Alali, Chief Executive Officer, ANZ, at Zip, said the company's research showed customers were already incorporating the tools into everyday decision-making. "With AI becoming part of everyday life, our customers are clearly open to using it to help them make smarter shopping decisions," Alali said.

"Our research shows AI is already helping customers navigate choice, compare options and make purchasing decisions with greater confidence," she added.

The balance between convenience and control is likely to shape how consumers respond as AI becomes more integrated into shopping journeys. The data suggests that willingness to use the technology does not automatically translate into willingness to delegate the final transaction.

Alali said that distinction should guide how businesses introduce AI into customer experiences. "At Zip, we believe trust and transparency are important as AI becomes more integrated in everyday shopping experiences," she said.

"Customers are embracing AI to help them shop, but they are also sending a clear message: they want to feel informed and in control."