Rithum have released new research revealing that more than a third (36%) of consumers have used AI tools or large language models (LLMs) to help buy groceries in the past six months, highlighting the growing role AI is playing in everyday retail decisions.
Among shoppers using AI for grocery purchases, two-thirds (66%) say they use these tools to compare prices or weigh up different options before buying, streamlining the process for price conscious consumers
Nearly half (47%) use AI to research product information, while more than a quarter (28%) have already used AI tools to complete a grocery purchase.
The findings point to a growing shift in how consumers discover and evaluate grocery products. Rather than relying solely on retailer websites, supermarket apps, or traditional search engines, shoppers are increasingly turning to AI tools for faster recommendations, price comparisons, and product research, all before they ever land on a retailer’s platform.
For grocers, this creates a new competitive challenge. As AI becomes a key discovery channel, retailers may need to rethink how they ensure their products remain visible and competitive in AI-driven shopping environments.
Consumers are increasingly using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments. When shoppers ask AI where they can find the best deal, the most suitable product, or the fastest delivery option, retailers need to ensure their pricing, promotions, and product information are accurate enough to surface in those recommendations.
– Sam Griffin, VP, Strategy and Engagement, Rithum
The research reinforces how quickly AI is becoming embedded in routine shopping behaviour, extending beyond high-consideration purchases into everyday grocery decisions where convenience, value, and speed are critical.
