Trend Trend 1: social media and generative AI combine into a new path to purchase
Summary
McKinsey's first trend holds that social media has become relevant across every stage of the purchase journey and is now the most important channel for Gen Z, and that fast-moving AI models are layering on top of it - a combination the report names the new tech-driven path to purchase.
Classification
Main topicAI & Computing
Region menusGlobal
Impactscope:global
Time horizon0-3 years (2026-07-26)
Last updated2026-07-29 04:49:52
Evidence 2
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=3;section=Introduction: Two forces shaping the consumer sector 2026-06 accessed 2026-07-26
- State of the Consumer 2026: When tech acceleration and cost pressures collide McKinsey & Company page=4;section=Chapter 1: The new tech-driven path to purchase - How people discover and decide is changing rapidly 2026-06 accessed 2026-07-26
Observed signals 4
- Signal28% of Gen Z use generative AI for shopping against 16% of boomers; 60% use AI overviews
- Signal34% of Gen Z say social media is decisive at the purchase stage against 16% of boomers
- SignalGen Z brand discovery: 23% via social media, below 28% via physical stores
- SignalGen Z trusts product-research sources less than boomers, including the channels it uses most
Part of issues 6
- IssueAI answers absorb the high-intent moment, cutting brands out of the consideration set1 trends · 1 signals
- IssueAI embedding strengthens marketplaces and deepens the brands' scale-versus-data tension1 trends · 1 signals
- IssueGenerative engine optimization emerges as a capability distinct from SEO1 trends · 0 signals
- IssueSignal dissonance: inconsistent third-party sources degrade how AI represents a brand1 trends · 2 signals
- IssueThe four trends must be read as interacting, not as four separate agendas4 trends · 0 signals
- IssueThe performance gap between digitally mature and immature retailers is expected to widen1 trends · 0 signals
Relation types: constitutes · supports
Public id: fm-fcdfbf4f42da