Akeneo has released new PX Pulse survey findings showing that as consumers become more value-conscious ahead of Prime Day, many are turning to AI tools to research products, compare prices and find deals.
As economic uncertainty continues to shape consumer behaviour, shoppers are becoming more intentional in how they approach major deal days such as Prime Day. More than 7 in 10 consumers (74 per cent) say the current economic climate is impacting how they plan to shop, with many cutting back on overall spending, prioritising lower-cost essentials and waiting for deeper discounts before making purchases. The findings suggest consumers are becoming more strategic as they look for the best value online.
According to the survey, 43 per cent of consumers have used AI tools such as ChatGPT or Google Gemini to help with shopping or finding deals ahead of Prime Day. Consumers reported using AI to find discounts, compare products and prices, discover new brands, and summarise reviews before making a purchase.
As AI discovery becomes more integrated into online shopping experiences, consumers are incorporating AI into how they research and evaluate products online. The survey data shows AI is becoming a growing part of the shopping experience, particularly as consumers look for faster and more efficient ways to identify deals and compare products ahead of major shopping events.
Akeneo’s survey found that consumers are taking a more research-driven approach to shopping during major deal days. Nearly two-thirds of consumers (62 per cent) compare prices across retailers before making a purchase, while only 9 per cent trust deals without verifying them.
Consumers are also expanding where and how they search for deals. More than half of consumers (55 per cent) say they plan to shop across multiple retailers, rather than relying exclusively on Amazon for Prime Day purchases. As consumers become more deliberate in how they shop, clear and consistent product information is becoming increasingly important in helping shoppers confidently compare products, evaluate deals and make purchasing decisions across channels.
While AI is becoming more embedded in the shopping journey, traditional decision drivers still remain dominant. More than half of consumers (55 per cent) say the final price of a product has the biggest influence on their purchasing decisions during Prime Day, compared to just 3 per cent who say AI-generated recommendations or search results are their biggest purchase driver.
Still, AI is beginning to influence purchasing behaviour, with 22 per cent of consumers reporting they have purchased a product based on an AI recommendation, while another 20 per cent say AI has influenced their consideration of a product even if they did not complete a purchase.
“Consumers aren’t shopping on instinct alone. They’re comparing products across channels, validating purchases and using AI to make smarter buying decisions,” said Romain Fouache, CEO of Akeneo. “As AI becomes more integrated into the shopping experience, consumers still expect accuracy, transparency and trust before making a purchase. Whether shoppers discover products through AI tools, retailer websites, or search engines, the quality of product information will continue to shape how confident consumers feel when buying.”
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