NIQ Research Uncovers that Consumers Crave AI Assistance for a Smarter Shopping Experience

Consumers are Two Times More Likely to Choose “Finding the Product I Need While Shopping” as their #1 Desired AI Solution

CHICAGO--(BUSINESS WIRE)--Artificial Intelligence (AI) is reshaping how consumers shop, work, and engage with technology. As AI becomes increasingly integrated into professional settings, consumers are eager to see its benefits extend to their personal lives. Shopping, in particular, has emerged as a leading area where consumers see the potential for AI to make a tangible impact.

According to NielsenIQ (NIQ)—a global market intelligence leader—and its new “Consumer Jobs-To-Be-Done Using Artificial Intelligence Computing” research, consumers are two times more likely to choose “finding the product I need while shopping” as their #1 desired AI solution over other tasks like personalized search, writing support, or budget management. This highlights the critical need for solutions that streamline decision-making and enhance efficiency.

By empowering individuals to tackle everyday jobs with ease, AI is aligning closely with evolving consumer needs, paving the way for businesses to design solutions that resonate and deliver meaningful value. While consumers have high hopes and expectations for how AI can enhance their daily lives, there remains a gap in the marketplace—an opportunity ripe for growth and innovation.

According to the research, U.S. consumers across demographics see AI as a tool to enhance productivity and creativity in various aspects of their lives:

• Gen Z: This digitally savvy generation values AI for “scheduling meetings and setting reminders,” showcasing its role in organizing and streamlining their busy lives.
• Knowledge Workers: For professionals, AI stands out for “quickly drafting reply emails,” enabling them to focus on higher-priority tasks in demanding roles.
• Creators: Creatives appreciate AI for “editing and enhancing photos,” while Gen Z creators uniquely prioritize “getting text recommendations,” underscoring their innovative approach to content creation.

“At NIQ, we are committed to driving innovation and delivering insights that empower our clients to make strategic decisions,” said Liz Buchanan, President of NIQ North America. “This research underscores our dedication to understanding consumer behavior in the rapidly evolving tech and durables space. We’re excited about the opportunities this research creates to help businesses align with consumer needs, foster trust in AI, and ultimately deliver value to both their customers and the marketplace.”

Understanding consumer sentiment and priorities is crucial for designing AI-powered products and experiences that resonate. Businesses that align with these insights can create impactful solutions that not only meet consumer expectations but also foster excitement and loyalty.

More of our AI research will be leveraged at the Consumer Electronics Show in January 2025—as the conference program will highlight advancements in AI—during the NIQ moderated panel “What’s Next in Vehicle Tech,” featuring speakers from 3M, Bosch, Goodyear Tire & Rubber Company, and XPERI.

Visit NIQ online to learn more about our activity at CES 2025.

About NIQ

NielsenIQ (NIQ) is the world’s leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. NIQ combined with GfK in 2023, bringing together the two industry leaders with unparalleled global reach. Today NIQ has operations in more than 95 countries covering 97% of GDP. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.

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

About this research

Consumer Jobs-To-be-Done Using Artificial Intelligence Computing research run by NIQ explores Consumer needs, feelings, and opinions on jobs-to-be done using AI computing devices, going beyond the product-based approach to understanding how consumers want to use AI in their day-to-day lives. Research findings can offer valuable insights into consumers’ unmet needs, what messaging will truly connect with consumers, and innovation pipeline development. The survey was conducted in October 2024 and included a nationwide US sample of 1250 respondents aged 18 years and older, and aware of Artificial Intelligence.