Numerator has launched the AI Consumer Index, a market tracking initiative that connects AI engagement with verified shopper spending to identify growth opportunities for brands and retailers. An early indication from the index shows that the home sector is among the product categories most likely to be affected by AI.
The top five sectors identified as ripe for AI-enabled shopping disruption are: Electronics at 122, Apparel, Footwear, and Accessories at 115, Health and Beauty at 113, Office at 111, and Home and Garden at 109. General merchandise, indexing at 110, is more likely to see disruption than consumer packaged goods and quick service restaurants, each at 108.
E-commerce and value retailers, including Costco, TJX’s portfolio of banners including Home Goods, Amazon, and Best Buy, over-index among AI-engaged consumers. Conversely, traditional grocers like Ahold Delhaize and Albertsons under-index, though Publix over-indexes. Notably, Walmart and Dollar General under-index.
The index reveals that 76% of consumers who view AI positively use it daily or weekly, compared to just 17% of those with neutral or negative sentiments. Almost one in 10 U.S. households report using AI while shopping, with the proportion doubling among regular AI users, marking them as an early audience for AI-driven retail experiences. Regular AI users spend 5% to 13% more per household than their demographic peers.
Despite this, trust remains a barrier to AI-powered commerce. 48% of consumers are concerned about personal data collection, and 41% worry about payment security. One in five consumers ranks AI proliferation among their top concerns, up from 12% in July 2025 and on par with economic uncertainty.
While Gen Zers lead in AI adoption, they are also among the most resistant, with 57% expressing trepidation about adopting AI technology, compared to 32% of Baby Boomers. Gen Z’s concerns focus on environmental and ethical implications, the impact on creativity, and the reliability of AI results. The Numerator AI Consumer Index benchmarks spending among AI-engaged consumers against the average U.S. shopper.
