According to a report by Boston Consulting Group (BCG), Indian consumers are at the forefront of the global shift towards using generative artificial intelligence (GenAI) for shopping decisions, with nearly two-thirds relying on AI tools to research products and brands before making a purchase.
The report found that 64 per cent of Indian consumers use GenAI during their purchase journey, a figure significantly higher than that seen in many other markets worldwide. Awareness of GenAI in India has reached 94 per cent, while active usage stands at 62 per cent, placing the country among the highest GenAI adoption markets globally.
Further, BCG noted that shopping has emerged as the third most common use case for GenAI, extending beyond high-value purchases to include routine buying decisions such as groceries. Overall, the use of GenAI for shopping-related activities increased by 35 per cent between February and November 2025, indicating rising consumer confidence in AI-driven recommendations.
The report also highlighted that consumers value GenAI for its perceived neutrality, transparency and personalised advice, particularly in helping shoppers clarify preferences when they are unsure. As AI becomes an integral layer in the purchasing process, BCG cautioned that brands need to respond quickly to stay relevant in an increasingly AI-influenced marketplace.
Globally, over 60 per cent of respondents reported high levels of trust in GenAI-generated outputs, with AI assistants ranking among the most influential touchpoints in the buying journey, especially among daily users.
