For years, consumers have discovered products and made purchase decisions by using search engines, websites, or recommendations from family and friends.

Enter artificial intelligence. The technology that has already changed so much, is also transforming shopping.

Research by PwC has found that AI tools have become the third most-used channel for product research among consumers, behind search engines and retailer websites or apps.

PwC's survey of 1000 consumers found 44 percent said AI had reduced their use of search engines when researching purchases.

PwC partner Phil Wheeler said it was an important finding, and highlighted the start of an evolution for consumers.

"They are using it primarily at the moment for the early stages of that shopping journey," he said.

It meant consumers were using AI for product inspiration, comparison, price options and price benefits, rather than executing the purchase itself.

PwC partner Phil Wheeler.

Supplied / PwC

"We think that [the latter point] is really related to trust in AI, and the evolution of AI -- I mean it's not perfect yet, there's still development going on," he said.

Wheeler said businesses had to act to get on top of changing consumer behaviour.

"I think for consumer brands and retailers, they now need to start committing to adapting the way that they present in the market," he said.

"That's no longer adapting it for [just] search engine optimisation ... or social media."

Wheeler said it had become "how does AI view me as a brand or what type of perception is it going to provide to consumers when they search or prompt a particular product?".

The PwC report said for businesses it raised questions around the discoverability of their products and services within AI-driven experiences, and whether their production information was structured, accurate and trusted.

And it raised a question of how marketing and online strategies should evolve if consumers bypassed traditional search methods.

PwC said the next phase of the AI evolution was already emerging, with AI agents able to act on a consumer's behalf, from comparing products to completing purchases.

Its report said while agentic commerce was in its early stages, its findings suggested adoption was already underway.

It found 31 percent of consumers were already comfortable allowing an AI agent to complete purchases on their behalf.