McKinsey study: AI and social media reshape consumer behavior

A McKinsey study reveals that consumer purchasing patterns are shifting rapidly due to the influence of generative artificial intelligence and social media. Social platforms are increasingly central to the entire buying process, from initial product discovery to final decision-making.

There is a significant generational divide in technology adoption. Approximately 28% of Generation Z consumers use generative AI for shopping, compared to 16% of baby boomers. Furthermore, 60% of Gen Z regularly use AI-generated summaries in search engines, while only 29% of baby boomers do the same.

The study also highlights a growing focus on personal health through technology. A large majority of younger consumers, including 75% of Gen Z and 73% of Millennials, utilize digital wellness tools such as smartwatches, fitness trackers, and continuous glucose monitors to manage their physical well-being.