---
title: Kantar’s AI-Enabled Commerce Study
description: Kantar’s study will measure growth and change of attitudes to AI like consumer awareness, engagement, and trust towards AI-enabled and agentic shopping.
image: https://retailiq.kantar.com/hubfs/AI.jpg
---
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# AI-Enabled Commerce Pulse
Understand how AI is changing the way shoppers buy
Kantar’s AI-Enabled Commerce Pulse examines how shoppers use artificial intelligence (AI) platforms and retailer tools, what encourages or limits adoption, and how use and performance vary across categories and shopping activities.
Explore:
- AI adoption and barriers by shopper group
- Category use cases and responses to AI recommendations
- Benefits and performance of AI shopping tools
- Opportunities for shopper targeting and AI visibility
Get in touch to access the executive summary.
### 74% of shoppers use AI to shop\*
**Your organization must have a strategy that helps you move proactively in this lightning-quick space.**
Kantar’s study measures growth and change of attitudes to AI:
- Consumer awareness, engagement, and trust towards AI-enabled and agentic shopping
- Shopper behaviors including usage and platform adoption
- Category-level insight into which are most fertile for influence and how they are approached
- Retailer and platform reputational scores / indices in agentic AI commerce
Why you need this study:
- Back your AI strategy with executable, retailer-specific insights
- Discover where your categories sit in the broader context and the potential for future disruption
- Inform where and when you should engage with the shopper journey with a rich understanding of shoppers' AI attitudes and decision-making
- Leverage Kantar's AI segmentation tool to discover the AI shopping spectrum at a level beyond demographics
Reach out to your client representative or [kantarshopper@kantar.com](mailto:kantarshopper@kantar.com) for more information.
\*Kantar AI-Enabled Commerce Pulse Wave 2 (May 2026)
### INSIGHTS Winning AI with Walmart, with Sparky
Walmart's AI shopping assistant, Sparky, ranked as the most used retailers tool in Wave 2 of Kantar's AI-Enabled Commerce Pulse study, but use is not loyalty. Walmart will need to sprint to win over time, and its AI road map shows how it is asking suppliers to help.
While over half (54%) of AI shoppers have used Sparky to shop, over three-quarters (78%) of Sparky adopters have also used Amazon Rufus. Despite the strong overlap between Walmart+ membership and Sparky use, use is not a predictor of loyalty. At least, not to a retailer.
Sparky users are more likely to use every single AI platform, whether a proprietary retailer tool or technology company.
All this is not to say that Walmart is not doing well, but rather that Sparky's main users are early AI adopters. In other words: technology enthusiasts predisposed to like and use the tool.
Sparky will be a key growth lever for Walmart. Like Walmart+, it encourages higher spend and bigger baskets. But lasting, tangible growth will rely on insight into Sparky's inner workings.
[](https://kriq.kantarretailiq.com/en/p-iq/insights/blogs/kantars-ai-study-insights-the-missing-shopper)
| How is AI shopping adoption and behavior evolving as the technology matures and new retailer tools emerge What you'll learn How you'll use it The details you'll need How shoppers perceive and use AI-powered platforms and retailer tools to shop, what features are most beneficial, and what the barriers to adoption are. The varied adoption rates and use cases across 20+ categories, including how shoppers respond to AI recommendations. How AI platforms and retailer tools compare in use and performance across AI shopping activities. Identify the right shoppers to target via AI tools versus traditional methods and how to help retailers spur adoption. Integrate category-specific adoption and behavior metrics into your joint planning discussions. Guide discussions around where to invest for maximum AI visibility and how to optimize your presence based on how shoppers are using the technology to plan meals, budget, and more. Robust sample: 2,000 shoppers per wave One expert-authored 75+ page report per wave, including key headlines and actionable insights One fully-sliceable data book per wave, including key AI shopping personas, demos, and retailers Influence the study to meet your needs, including question topics and retailer/category lists |
| --- |
**Categories included (exact level of depth TBD):**
**Edible groceries**: fresh foods, frozen foods, dairy, deli/prepared foods, snacks, dry/canned groceries, cereal/granola, soup/broth/stocks, sauces, alcoholic beverages\*\*, non-alcoholic beverages, confectionery
**Home and pharmacy:**household essentials, pet food/supplies, baby supplies, personal care, beauty, vitamins/supplements, oral care, first aid, over-the-counter medicines
**General merchandise:** Apparel, home goods, consumer electronics, hobby/recreation
[](https://kriq.kantarretailiq.com/en/p-iq/experiences/webinars/2025/evolving-shoppers-mid-year-shopper-check-in)
FURTHER READING
### AI agents shop like super consumers
AI is becoming not just a shopping influencer but the actual shopper. The brands that master agentic decision logic today will shape the digital shelf tomorrow.
[Read more \>](https://kriq.kantarretailiq.com/en/p-iq/insights/blogs/new-study-shows-why-ai-agents-shop-like-super-consumers)
Read our latest articles and reports, with expert perspectives, proprietary data, and thought-provoking insights.
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