Trend Trend 1: social media and generative AI combine into a new path to purchase

Summary

McKinsey's first trend describes how technology is reshaping the way people find and choose products. Digital tools have been changing the purchase journey for years, and social media is now relevant at every stage of it and has become the most important channel for Gen Z. More recently, fast-evolving AI models have started to influence shopping as well, and the report calls the combined effect of these channels the new tech-driven path to purchase. Younger consumers lead the way, with 28 percent of Gen Z already using generative AI for shopping against 16 percent of baby boomers. The shift is also changing search, as AI summaries answer questions directly and reduce clicks through to brand and retailer sites, while AI agents are beginning to complete purchases.