OPEN TO AI FOR PRICE CHECKS

Norwegian consumers show increasing interest in using artificial intelligence as support in purchasing decisions. This is revealed in RetailPuls 2026, a survey conducted in March 2026 by the consultancy and auditing company KPMG in collaboration with Norstat, among 1,000 Norwegian consumers. Over half respond that they want to use AI agents to compare prices across websites, while four out of ten will use the technology to find products on offer.

Particularly in electronics, the use of AI stands out. A total of 43 percent state that they have used AI before a purchase, the highest proportion among the product groups in the survey. According to KPMG, this indicates that consumers largely use the technology when purchases are complex, and both price, quality, and a wide selection play a role.

– Norwegian consumers are open to using AI when the technology can make it easier to find good deals. At the same time, we see that trust becomes crucial if such solutions are to gain broad acceptance in retail, says Thomas Føyen, partner at KPMG, in a press release.

Price less dominant

The survey also shows that price is still the most important purchasing driver across product groups, but the focus on price has weakened compared to before. According to this year's survey, 35 percent say that price is most important, down from 44 percent in 2025. The proportion who believe that quality is most important has increased to 29 percent.

In electronics, the gap between price and quality is almost eliminated. 45 percent state price as the most important factor, while 44 percent answer quality. This points towards a market where retailers must increasingly document and highlight value, not just compete on low price.

At the same time, RetailPuls shows that the interest in price comparison is strong. 55 percent want to use AI agents to compare prices, and 41 percent will use the technology to find products on offer. This creates new expectations for how retailers present their range, campaigns, and information.

The store remains strong

Despite increased use of digital tools and interest in AI, the physical store remains strong in many categories. For electronics, the majority state that they expect stable consumption going forward, and only around one in five say they plan to buy more electronics online.

According to the press release, RetailPuls figures show that stores are still preferred in categories where consumers want to see, test, and get guidance before purchase. This also applies to electronics, even though online shopping and the use of digital aids are increasing, especially among younger consumers and men.

Among men, 55 percent say they have used AI before making an electronics purchase, compared to 31 percent among women. Men are also more inclined to use AI for price comparison and as support at the moment of purchase.

Privacy creates scepticism

While interest in AI is increasing, the survey clearly shows that concerns related to privacy and data security are still present. Over 55 percent say they are worried about the misuse of banking information and personal data, while 40 percent fear that AI may misunderstand preferences and lead to unnecessary purchases.

– The findings suggest that consumers see the benefits of the technology, but that trust in AI solutions is still fragile, says Føyen in the press release.