EY research explores AI's role in household grocery shopping

Research from EY suggests that consumers are increasingly willing to allow artificial intelligence to manage household purchasing decisions, provided the technology reduces the mental load of shopping. The report, titled ‘What Happens When Shoppers No Longer Do the Shopping?’, indicates that while cost and speed drive adoption, shoppers seek personalization and convenience.

Beyond simple transactions, AI could serve as a decision aid to manage complex factors such as meal planning, pantry inventory, nutritional value, and sustainability. According to Richard Rome, an associate partner at EY, the goal is to alleviate decision fatigue caused by the numerous choices involved in grocery shopping.

Key consumer preferences identified in the study include: 26% wanting AI to understand personal needs and preferences, approximately 26% seeking help with healthier choices, 23% wanting assistance verifying labels and ingredients, 16% requiring support with dietary requirements, and 14% looking for help assessing sustainability and ethical impact.