Zip research reveals Australian shoppers are increasingly turning to AI to shop smarter - but want to stay in control
14 July 2026, Sydney - Zip Co (ASX: ZIP), the digital financial services company offering innovative, people-centred products, has today released new research showing Australian Zip customers are rapidly adopting AI to research, compare and inform purchasing decisions, while still wanting control over final purchase and payment decisions.
The survey of 1,323 Australian Zip customers, found AI is already influencing how customers shop, particularly in the earlier stages of the decision journey. While 81% had used an AI tool in the past three months, more than a third (36%) had used AI to help with a shopping or purchase decision.
Key findings include:
81% of respondents used an AI tool in the last three months
77% of AI users are using AI on at least a weekly basis
36% of respondents used AI to help with a shopping or purchase decision in the past three months
Among AI shoppers, 79% use it for research and learning, while 66% use it to compare options
77% of AI shoppers say it has some or a lot of influence on their purchase choices
88% of respondents want full control over final purchase decisions
As AI becomes more embedded in everyday digital behaviour, customers are increasingly using it to support purchasing decisions. Among those currently using AI for shopping, 85% had used it within the past month, suggesting the behaviour is becoming increasingly commonplace.
In addition, four in five (79%) of AI shoppers currently use AI for research and learning, while 66% use it to compare options. This suggests AI is playing a growing role before checkout, helping customers evaluate options rather than replacing the customer’s final decision.
“With AI becoming part of everyday life, our customers are clearly open to using it to help them make smarter shopping decisions,” said Soraya Alali, Zip ANZ CEO. “Our research shows AI is already helping customers navigate choice, compare options and make purchasing decisions with greater confidence.”
Of respondents who currently use AI in the shopping experience, 53% of AI shoppers use it to help discover or decide on consumer electronics and appliances, suggesting AI is already influencing more considered and higher-value purchase decisions. Other common categories include apparel, beauty, health and medical, fitness, and home renovation.
Among AI shoppers, three in four (77%) said AI has some or a lot of influence on their purchase choices. Among those using AI in their shopping experience, 60% said it helped confirm a recent purchase decision, 46% saying it helped them decide faster and 39% saying it introduced them to new products or brands.
While AI is becoming a more familiar part of the shopping experience, trust and control remain important to customer adoption. Around nine in ten (92%) of AI shoppers are comfortable with AI comparing options, explaining trade-offs and making recommendations, but comfort falls to 37% when AI moves to completing a purchase automatically.
“At Zip, we believe trust and transparency are important as AI becomes more integrated in everyday shopping experiences,” continued Ms Alali. “Customers are embracing AI to help them shop, but they are also sending a clear message: they want to feel informed and in control.”
About Zip
Zip Co Limited (ACN 139 546 428) (ASX: ZIP) is a digital financial services company, offering innovative and people-centred products. Operating in two core markets, Australia and New Zealand (ANZ) and the United States (US), Zip offers access to point-of-sale credit and digital payment services, connecting millions of customers with its global network of tens of thousands of merchants.
Founded in Australia in 2013, Zip provides fair, flexible and transparent payment options, helping customers to take control of their financial future and helping merchants to grow their businesses.
For more information, visit: www.zip.co
