India ranks second globally in AI-powered shopping, with 76 per cent of consumers using AI tools and 87 per cent expressing trust in AI chat and search platforms
Millennials are leading the adoption of artificial intelligence (AI) for shopping in India, with 84 per cent using AI-powered tools to search for products, compare options and make purchase decisions, ahead of Gen Z consumers at 74 per cent, according to a report by McKinsey & Company.
The findings are part of the McKinsey Agentic Commerce Consumer Survey, conducted in June 2026, which highlights the growing role of AI in influencing consumer behaviour and purchasing decisions across markets.
The survey found that AI shopping adoption among Gen X consumers in India stood at 74 per cent, while 56 per cent of baby boomers reported using AI tools for shopping. The findings indicate that AI-powered shopping is gaining traction across generations, extending beyond younger, digitally native consumers.
India Ranks Second Globally In AI Shopping Adoption
India ranked second among the 11 markets surveyed for AI-powered shopping adoption, with 76 per cent of consumers using AI tools. China topped the list at 80 per cent, while the global average stood at 53 per cent.
The findings underline India’s growing acceptance of AI-led consumer experiences and its position as one of the leading markets for the adoption of emerging shopping technologies.
Globally, millennials and Gen Z recorded adoption rates of 63 per cent and 62 per cent, respectively, both higher than the overall average. McKinsey noted that markets with higher AI adoption rates tend to see the trend extend across different age groups.
Indian Consumers Show Higher Trust In AI Tools
The report also highlighted strong consumer confidence in AI-powered shopping tools in India. Around 87 per cent of Indian AI users said they trusted AI chat and search tools, significantly higher than the global average of 73 per cent.
Globally, Gen Z consumers were relatively more sceptical of AI, with 67 per cent expressing trust in AI chat and search tools, compared with the overall average of 73 per cent.
This suggests that while younger consumers are among the most active users of AI for shopping, their adoption does not necessarily translate into higher levels of trust.
Survey Covers 21,000 Consumers Across 11 Markets
The McKinsey survey covered approximately 21,000 consumers across 11 markets, including India, China, the US and the UK. Conducted in June 2026, the study examined how consumers are using AI tools and assistants across different stages of the shopping journey.
McKinsey noted that the adoption figure for Indian baby boomers should be treated as indicative, as it was based on fewer than 100 respondents.
The findings point towards a changing retail landscape, with AI increasingly becoming a tool for product discovery, comparison and purchase decisions. For retailers and brands, the growing adoption of AI could also make visibility across AI-powered search and recommendation platforms an increasingly important part of their digital commerce strategies.
