AI adoption is highest among Indians: How it is changing shopping trends
- IBEF
- January 8, 2026
Artificial intelligence is transforming the way consumers shop in India. A new study indicates that the country is at the forefront of the use of AI-based shopping tools and decision-making. In the Capgemini Research Institute’s study “What Matters to Today’s Consumer 2026: How AI is transforming value perception,” a significant 41% of Indian consumers are reported to be making use of shopping tools driven by AI, and a further 40% are set to join them, which is the highest percentage of all markets studied. In a global survey of consumers, a significant 31% of them are set to turn to Generative AI to inform their purchasing decisions, which demonstrates a rapid transition to a form of decision-making that is tailored and convenient.
However, despite its level of adoption, consumer sentiment towards willingness to pay for AI offerings remains lukewarm for Indian consumers. Just 19% can afford to pay for advanced AI capabilities such as virtual shopping assistants or AI-powered chatbots. A considerable 23% do not want to pay for anything related to AI, while another 23% might pay for it only if there are some discounts or reward programs attached to it. Although generative AI is gaining increasing levels of trust and adoption among consumers, most consumers still view AI as an add-on or a free value proposition within online shopping platforms, at least for now.
Disclaimer: This information has been collected through secondary research and IBEF is not responsible for any errors in the same.
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