One of the most striking findings is that AI now plays a tangible role in the consumer journey, where one in three AI users actually make a purchase based on its recommendation.
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AI: The new path to purchase
Gen Z (born 1997–2012) leads the way in adopting new technology.
25% already use AI to find information and inspiration about new products, compared with less than 10% among Gen X (born 1965–1980) and almost none among Boomers (born 1946–1964).
Trust in AI differs strongly between generations.
Two-thirds (66%) of Gen Z and Millennials (born 1981–1996) say they trust the answers they get from AI, while trust among Gen X is significantly lower – and only a small share of Boomers say they feel confident in AI-generated results.
Gen Z is also the generation most influenced by AI: one in ten say they used AI during their most recent consumer purchase compared with only a few percent among older generations. Overall, 36% of those who used AI in their latest purchase ultimately chose the product that was recommended.
“We’re seeing a clear shift in how Swedish consumers search for information and make decisions,” says Ulrika Berg, Marketing Director at Nepa.
“As AI becomes one of the main sources of inspiration and decision-making, brands need to rethink their presence. Optimizing for AI search, data quality, and credible recommendations will be crucial. If your brand isn’t visible there, you risk disappearing from the consumer journey altogether.”
Second-hand on the rise, and new generations drive the change
Beyond AI’s growing influence, Nepa’s study also highlights a fast-changing consumption landscape.
61% of Swedes now buy second-hand at least occasionally, and almost one in five say they try to buy most things used. The trend is clearly driven by younger generations, who are more value-driven and sustainability-focused in their purchase decisions.
At the same time, the media landscape has become more fragmented than ever.
Younger consumers primarily find inspiration through AI, social media, and influencers, while older generations still rely on traditional channels like TV, radio, and newspapers.
Despite these differences, there are also common threads. Across all generations, price and quality remain the two most important factors behind purchase decisions. However, sustainability and customer reviews are growing in importance, especially among Gen Z and Millennials.
“Swedish consumer behaviour is more fragmented than ever,” says Ulrika Berg.
“Younger and older consumers live in partly different media worlds, yet they share the same needs. Trust, transparency, and relevance. For marketers, the challenge is to balance presence between new digital channels and the more established ones, and to truly understand what drives decisions in each audience.”
Three key takeaways for marketers
- Optimize for AI visibility
AI has become a key channel in the research phase. Make sure your product information is structured, updated, and searchable – from metadata and product descriptions to customer reviews. Otherwise, your brand risks not being visible in AI-generated recommendations. - Segment by generation
Gen Z and Millennials already use AI frequently and show high trust in the results. Build your brand presence within digital ecosystems and strengthen trust through transparency, authenticity, and sustainability. Gen X and Boomers, on the other hand, remain more sceptical and still rely on traditional media. For them, combining classic channels with personal advice and credible messaging remains essential. - Bridge the generational gapAI can quickly shape decisions for younger consumers, while older generations research in other ways. A winning strategy is to work on parallel tracks – optimizing for AI and digital discovery among younger audiences, while ensuring trustworthy communication in traditional channels for older ones. Reviews and recommendations remain the common ground connecting all generations.
About the study
The study was conducted by Kristel Andersson at Nepa during the summer of 2025 among 1,300 respondents in Sweden. Participants answered questions about their most recent purchases across a wide range of consumer products and services, as well as their attitudes, values, and preferred sources of information during the purchase journey.
Kristel Andersson, Senior Insight Consultant Nepa
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Get in touch with Nepa
Want to know more about this study or learn how Nepa’s solutions – such as Marketing Mix Modelling – can help you understand your market and optimize your marketing investments? Get in touch here.
Published on: 10TH APR 2026