55% of Consumers Now Use AI During Product Discovery as Marketers Race to Keep Pace with a Faster, More Fragmented Consumer Journey

Latest NIQ Consumer Outlook survey and report and NIQ Cadence™ insights reveal why brands need continuous intelligence to respond to evolving consumer behaviors in real time

CHICAGO (October 7, 2026) - More than half (55%) of global consumers say AI recommendations at least sometimes influence their household and grocery purchases, according to new research from NielsenIQ (NYSE: NIQ), as artificial intelligence becomes an increasingly important part of how consumers discover, evaluate and choose products.

The findings, published in NIQ's Consumer Outlook: Guide to 2027, underscore the growing complexity of today's consumer journey. Rather than following a predictable path from awareness to purchase, consumers increasingly move between digital and physical channels and draw on multiple sources to inform their choices. More than a quarter (27%) have actively used AI-powered tools or assistants to research or decide what to buy in the past three months.

Additional insights from NIQ's Cadence™ platform show these shifts are happening faster than many brands can measure, making it increasingly difficult to keep pace with evolving consumer behaviors and expectations.

Findings include:

• 55% of global consumers report some level of AI influence on CPG product discovery
• 27% of shoppers already use AI-powered tools to research or decide what to buy
• 34% of consumers say quality and performance are the most important factors in determining whether a purchase is worth it, compared with 31% who prioritize affordability
• 74% of CMOs report increased pressure to demonstrate marketing ROI, while only 9% say they have access to real-time insights
• 70% to 80% of advertising spend is now driven algorithmically, increasing the need for always-on measurement and optimization

"The most important shift isn't that consumers are using AI; it's that AI is beginning to influence what consumers see before traditional brand influence even has a chance to occur," said Lauren Fernandes, Vice President, Global Content at NIQ. "As recommendation systems become more influential, the competitive battleground shifts from influencing shoppers to influencing the systems shaping shopper choice. Products increasingly compete for visibility, trust, and recommendation before they compete for purchase. In that environment, trusted intelligence becomes a source of competitive advantage."

The findings suggest that AI is not simply creating a new discovery channel, but reshaping the infrastructure behind consumer decision-making. Recommendation systems, preference intelligence, product content, and availability signals are becoming more interconnected, helping determine what consumers ultimately see, consider, and buy. As these systems take on a larger role in shaping choice, visibility becomes the new availability. Products that are visible, trusted, and recommendation-ready will be best positioned to compete as AI-mediated discovery continues to evolve.

At the same time, trusted intelligence is becoming a source of competitive advantage. As recommendation systems increasingly rely on data to evaluate products and influence outcomes, organizations that invest in stronger product content, higher-quality data foundations, and trusted measurement will be better positioned to influence the systems shaping consumer choice and drive stronger business outcomes over time. To learn more, visit niq.com/consumer-outlook-2027.

FAQs

What is Consumer Outlook: Guide to 2027?
Consumer Outlook: Guide to 2027 is NIQ's latest global thought leadership report exploring how consumers are adapting to ongoing economic uncertainty, shifting spending priorities, and changing purchasing behaviors. The report combines NIQ's global consumer survey data with observed retail purchasing behavior to identify emerging trends shaping consumer markets worldwide.

How was the research conducted?
The findings are based on NIQ's global Consumer Outlook survey of more than 21,000 consumers across 31 countries, combined with NIQ's measurement of real-world purchasing behavior across global retail markets.

What is NIQ Cadence™?
NIQ Cadence™ is NIQ's always-on intelligence platform designed to help organizations monitor changes in consumer behavior, market dynamics, and brand performance in near real time, enabling faster decision-making.

What role is AI playing in consumer purchasing decisions today?
NIQ's research shows that AI is becoming an increasingly important part of product discovery and decision-making. Over half of global consumers report that AI recommendations influence their household and grocery purchases at least occasionally, while more than one-quarter have actively used AI-powered tools to research products or make buying decisions.

Does AI replace traditional advertising and marketing?
No. However, AI is creating new pathways through which consumers discover products and brands. As recommendation engines, digital assistants, and AI-powered search tools become more influential, brands must consider how they appear and perform within these environments alongside traditional marketing channels.

What does "AI influence" mean in this research?
AI influence refers to situations in which AI-generated recommendations, rankings, suggestions, or product discovery tools help shape consumer consideration or purchasing decisions.

Why is consumer discovery becoming more complex?
Consumers increasingly move between online and offline channels and use multiple sources of information before making purchases. AI-powered recommendations are adding another layer to the consumer journey, making paths to purchase less linear and more dynamic.

How can brands prepare for AI-driven consumer discovery?
Organizations can strengthen product content, improve data quality, maintain accurate product information, and invest in trusted measurement and analytics. These efforts can help products become more visible and relevant in AI-powered recommendation environments.

About NIQ

NIQ (NYSE: NIQ) is a leading consumer intelligence company, delivering the most complete and trusted understanding of consumer buying behavior and revealing new pathways to growth. By combining an unmatched global data footprint and granular consumer and retail measurement with decades of AI modeling expertise, NIQ builds decision systems that help companies turn complex data into confident action.

With operations in more than 90 countries, NIQ covers approximately 82% of the world's population and more than $7.4 trillion in global consumer spend. Through cloud-based platforms, advanced analytics and AI-driven insights, NIQ delivers The Full View™-helping brands and retailers understand what consumers buy, why they buy it, and what to do next.

For more information, please visit www.niq.com.

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