Over a third of consumers are now turning to AI to help them with their food shops, increasingly comparing prices, researching products and buying groceries through AI platforms, says new research from commerce operations platform, Rithum.

Original research of over 1,000 shoppers found that 36% have used AI tools or large language models (LLMs) to help buy groceries in the past six months, showing the growing role the technology is playing in customers’ everyday retail decisions.

“Consumers are using AI as a personal grocery comparison tool, forcing retailers to compete in entirely new discovery environments,” said Sam Griffin, VP of Strategy & Engagement at Rithum.

Among the shoppers who use AI for grocery purchases, two-thirds (66%) compare prices or weigh up different options before buying, while nearly half (47%) research product information. A further 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 retailers’ websites, supermarkets’ apps or traditional search engines, shoppers are turning to AI for faster recommendations, price comparisons and product research, before they arrive at retailers’ owned sales channels.

“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,” Griffin added.

Rithum said the research reinforces how quickly AI is becoming embedded in routine shopping behaviours, extending beyond high-consideration purchases into everyday grocery buying, where convenience, value and speed remain key considerations.