Shopping in the hands of AI. Instead of Google, Czechs are asking a chatbot
Nearly 7 out of 10 Czechs have already tried artificial intelligence, and more and more of them are incorporating it directly into their shopping. Chatbots help users find product information, offer advice on selection, and compare prices. Traditional search engines haven’t lost their dominance yet, but most Gen Zers are already turning to AI for shopping inspiration, according to a February survey by the NMS agency.
Most people in Czechia have used an AI chatbot before; according to a February survey by the NMS agency, the figure is 67%. A third of the Czech population uses AI regularly, with the highest usage among young people between the ages of 18 and 28.
95% of Gen Zers have used a chatbot before, and 68% of them even use them regularly. At the other end of the spectrum are people over 53, half of whom have tried AI at some point.
There are also differences between genders; men use digital assistants slightly more often than women, specifically by 6 percentage points (37% of men vs. 31% of women).
Online shoppers as early adopters
The survey data reveal another interesting pattern: people who shop online regularly are also significantly more active users of AI tools. Among those who order online at least once a week, more than 80% have experience with a chatbot.
“People used to the digital shopping environment are naturally more open to new tools and AI. But that’s not the only reason why regular online shoppers have more experience with AI than the rest of the population,” comments Lucie Režná from NMS, adding: “Many e-shops have already implemented AI in some form on their website or in their app, so customers are exposed to artificial intelligence more frequently. It’s no longer necessary to first open ChatGPT and ask for product information, because such a chat window can be found directly on online store websites.”
We don’t want to spend hours researching. AI is a convenient and fast tool.
And how exactly do Czechs use chatbots when shopping? Most often (73%), they use them to find information about a specific product or service. Instead of typing queries into Google, they simply ask the chatbot a question and get a clear answer.
Once again, this strategy is most popular among Gen Z (81%), but Baby Boomers aren’t far behind—65% of them have used a chatbot this way at some point.
The second most common scenario is seeking inspiration when a person doesn’t yet know exactly what they want to buy. Half of all users employ AI for this purpose, and here the generational differences are more pronounced. Seven out of ten Gen Zers have asked a chatbot for shopping tips at some point, while among people over 61, the figure is just 29%.
What does this mean for businesses? It’s about time to prepare for change
Despite the growing popularity of chatbots, it’s worth noting that AI has not yet surpassed traditional online tools in any of the monitored shopping activities. Search engines, price comparison sites, and review portals remain the preferred choice by a wide margin.
AI comes closest to traditional search engines in the area of product information, where 29% of users prefer chatbots. However, when it comes to searching for discount codes, reading reviews, or comparing prices, tried-and-true methods still clearly lead the way.
“If we look at the evolution of shopping behavior, it’s clear that AI is playing an increasingly important role. Today, one in two people lets AI influence their choices. Brands are no longer followed just by people, but also by algorithms that analyze their content and recommend it to end customers. Search engine optimization is therefore no longer enough. Companies must also start thinking about how artificial intelligence ‘talks’ about them,” recommends Jana Svobodová from NMS to companies.
Methodology
A total of 1,023 respondents participated in the online survey. Data was collected from a representative sample of the online population aged 18 and older via an online questionnaire from February 5 to February 10, 2025.
Contact for media
Lucie Režná, NMS Market Research s.r.o. – [email protected], +420 724 950 557
About NMS Market Research
NMS Market Research is a research agency with over 20 years of history. In addition to market research, which it provides to hundreds of clients worldwide, it also studies political and social issues. In addition to the Czech Republic, it operates in other countries in Europe and Asia. NMS is a member of the international organization ESOMAR and national organization SIMAR.