Digitally Influenced Shopper Report 2026

Digital influence is entering a new phase.

For years, digital channels have shaped how shoppers discover products, compare options and make purchase decisions. Today, AI assistants are taking on a more active role, helping consumers evaluate products, narrow choices and navigate increasingly complex shopping journeys.

The Digitally Influenced Shopper 2026 explores this shift through the lens of 5,000 shoppers across the US and UK (France, Germany and Canada editions following at the end of June). By examining both retailer AI assistants and general AI tools, the research provides a comprehensive view of how AI is influencing commerce today and where consumer behavior is heading next.

Inside the report, you'll discover:

• How digital influence continues to shape purchases across categories and channels
• The growing role of AI in product discovery, comparison and decision-making
• Why trust remains the biggest barrier to more autonomous shopping experiences
• How younger generations are adopting AI-assisted shopping behaviors faster than the market average
• What brands need to do to remain discoverable, valuable and convincing as AI becomes part of the path to purchase

As shoppers move from digital influence toward digital assistance, the brands that succeed will be those that understand how to earn visibility, build preference and create trust across both human and AI-powered journeys.