Are you still staying up late by yourself to browse through theproduct detail pages?

American consumers have already found a more effortless way, which is tolet AI make decisions for them.

A recent set of data released by consumer research agency Attest reveals this quiet revolution: 49% of American consumers use AI tools to assist their shopping decisions, an increase of 6 percentage points compared to a year ago.

Even more surprisingly, 45% explicitly say they trust information recommended by AI, and 17% even rely entirely on AI judgment. As more and more items in the shopping cart are recommended by algorithms, the rules of cross-border e-commerce are being completely rewritten.

49% of American consumers use AI for purchase decisions. Image source: chainstoreage

ChatGPT becomes the top "shopping advisor"

Open your phone and type "silent keyboard suitable for office use", and within 3 seconds, AI can filter from tens of thousands of products to find options that fit your budget, have a rating above 4.5 stars, and support next-day delivery. This is the real experience of American consumers today.

Data shows thatChatGPT ranks first among shopping AI tools with a usage rate of 44%, followed by Google Gemini (31%) and Microsoft Copilot (19%). Behind this shift is consumers' pursuit of ultimate shopping efficiency. The decision-making process that used to take hours comparing parameters and reading reviews can now be completed simply by describing your needs to AI.

ChatGPT is the most popular generative AI tool. Image source: agilebrandguide

Amazon joins in, Yiwu merchants reap the benefits

Faced with dramatic changes in consumer habits, e-commerce giants and small to medium sellers are accelerating their deployment.

Global e-commerce platform Amazon has launched theAI shopping assistant Rufus, which can already understand consumer needs through conversation. When users ask about "must-have gear for camping beginners," it not only recommends tents and sleeping bags, but also suggests waterproof ratings based on local climate. This interactive model is replacing traditional keyword searches.

Amazon's AI shopping assistant Rufus. Image source: AboutAmazon

In Yiwu, Zhejiang,Sun Lijuan, who runs a home goods business, is among the first sellers to embrace AI technology.

After the launch of the Chinagoods AI Intelligent Creation Service Platform in 2023, she used the tool to quickly generate product videos and detail pages in multiple languages such as English and Spanish, successfully opening up markets in South America and the Middle East.

Sun Lijuan said: "I think AI is so useful. I’m lucky, and my turnover keeps increasing."

Sun Lijuan explaining products to customers. Image source: China News Weekly

AI is solving three major pain points of cross-border e-commerce

Language barriers, cultural differences, and operating costs—these long-standing challenges for cross-border sellers are gradually being dismantled by AI technology.

Take multilingual services as an example: AI tools can not only automatically generate product descriptions and advertising copy, but also adjust the wording according to the cultural characteristics of different markets. For Japanese consumers, product details and craftsmanship are emphasized; for European and American customers, after-sales guarantees are highlighted. In the past, such precise operations required hiring local teams.

In addition, AI's data analysis capabilities arechanging product selection strategies. By tracking overseas social media trends, sellers can capture market hotspots in advance and accurately adjust product design and marketing strategies, thus more efficiently meeting the needs of target markets.

Image source: Internet

Sellers not using AI are falling behind

From automatically generating marketing content to 24-hour multilingual customer service, AI is reshaping the competitive threshold of cross-border e-commerce.

Platforms like Amazon and AliExpress have deeply embedded AI tools into their operating systems, and small to medium sellers are also accessing technological dividends through third-party service providers.

As AI technology continues to iterate, the future of cross-border e-commerce may see even deeper transformations. When algorithms can automatically complete the entire process of market analysis, ad placement, and after-sales tracking, this efficiency revolution will ultimately rewrite industry rules.

For sellers, the only certainty is:Grasping AI means seizing the next growth cycle.