AI First Look: Rewriting The Consumer Journey

How AI is Shaping Everyday Decisions

Generative AI has gone from experimental to essential in just two years. What once seemed like science fiction is now influencing how people search, shop, and decide. With over 90% of Americans familiar with AI and growing usage rates, the consumer journey isn’t just evolving – it’s being rewritten..

This first snapshot from Horizon’s Futures Group, based on a 5,000-person survey and cultural analysis, shows where consumers are embracing AI, where they hesitate, and what that means for brands.

From Novelty to Norm

One in three Americans say they are extremely or very familiar with AI. Adoption has surged—generative AI reached in two years the level of use that took voice assistants nearly a decade. ChatGPT leads the pack, but Gemini, Copilot, Meta.AI, and others are woven into daily routines. Over 40% of people now use AI daily.

Utility Comes First

AI matters when it delivers real value. Nearly 20% of Americans call it very or critically important to their lives, using it for product research, travel planning, task management, entertainment feeds, and even wellness. Shopping research has become a leading use case, now ahead of things like navigation.

Efficiency Meets Trust Concerns

Speed, ease, and relevance are the top consumer benefits—from faster service to smarter recommendations. Yet the flip side is just as strong: concerns about privacy, misinformation, and losing human connection are widespread. Three in four Americans believe AI could improve their shopping experience, but optimism and skepticism are evenly matched.

Optimists vs. Pessimists

There’s a clear split:

AI Optimists (20% of surveyed respondents): Younger, more familiar with AI, and frequent users. Seventy percent say AI already influences their shopping, with benefits like customer service and discovery standing out.
AI Pessimists (27% of surveyed respondents): Older, less familiar, and more cautious. Only 10% say AI has influenced their shopping, citing privacy, misinformation, and lack of human touch as key barriers.

This divide highlights a brand opportunity—delivering reassurance to wary consumers while scaling value for enthusiasts.

What Lies Ahead

This is just the beginning. As AI continues to shape everyday decisions, the real questions for brands aren’t whether AI matters, but how fast and in which areas. Future reports will explore category differences, behavior signals, and brand strategies. For now, one thing is clear: AI isn’t just a tool—it’s becoming an advisor in the consumer journey.

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