How Swedish consumers use conversational AI in the purchase process
— and how often they buy what it recommends
Among Swedish consumers who used conversational AI during their most recent consumer goods purchase, 36% ultimately bought the product that AI recommended, according to Nepa’s Age of Influence study. That figure reflects a meaningful shift in how AI functions in the purchase journey — not as a passive research tool, but as an active influence on the final decision.
Current usage rates show that 4% of all Swedish consumers used conversational AI for purchasing advice in their most recent purchase. Among Gen Z, the figure rises to 10%.
Among those who engaged with AI during the purchase process, the data breaks down as follows: 66% asked about products in general terms, 48% asked about a specific product, 44% asked about where to buy, 39% asked for a product recommendation, and 36% purchased the product AI suggested. A further 4 in 10 AI users asked about retailer recommendations — meaning AI is influencing not only what consumers buy but where they buy it.
The distinction that matters for brand strategy is the difference between AI as a search-style tool and AI as a decision-making proxy. A substantial share of consumers who engage with AI in a purchase context are, in practice, delegating part of that decision. For categories where AI usage is higher — home appliances and personal electronics in particular — this represents a structural shift in how brand preference is formed at the final stage of purchase.
The Age of Influence is a consumer research study by Nepa. The Swedish sample comprises 1,372 respondents aged 16–74, surveyed between 27 June and 18 July 2025.
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FAQ
Quick answers to questions you might have
How many Swedish consumers use AI when making a purchase?
According to Nepa’s Age of Influence study, 4% of all Swedish consumers used conversational AI for purchasing advice in their most recent consumer goods purchase. Among Gen Z, the figure rises to 10%.
Do Swedish consumers actually buy what AI recommends?
Yes, a substantial share do. Nepa’s Age of Influence study finds that 36% of Swedish consumers who used conversational AI during a purchase bought the product it recommended. Among all AI users in the study, 39% asked for a product recommendation.
What do Swedish consumers ask AI during the purchase process?
Among Swedish consumers who used conversational AI in a recent purchase, 66% asked about products in general terms, 48% asked about a specific product, 44% asked where to buy, 39% asked for a recommendation, and 36% ultimately purchased the suggested product, according to Nepa’s Age of Influence study.
Is AI influencing where Swedish consumers buy, not just what they buy?
Yes. Nepa’s Age of Influence study finds that 4 in 10 Swedish consumers who used AI during a purchase also asked about retailer recommendations. AI is therefore shaping both the product choice and the purchase location for consumers who engage with it.
Why does AI purchase behaviour matter for brand strategy?
Because a significant share of consumers who engage with AI during a purchase accept its recommendation directly. For brands, this means that visibility in AI-generated answers — how a product appears when a chatbot is asked about a category — has a measurable effect on purchase outcomes, particularly among younger consumers.