Live 2025: Snapchat reveals majority of Gen Z want augmented reality to enhance in-store shopping

Speaking at Retail Week x The Grocer Live 2025, Snapchat UK and Ireland vice-president general manager Bridget Lea discussed how Gen Z, those born between 1997 and 2012, are changing how they shop.

A further 61% of this generation said they are more likely to purchase a product after having an AR experience with it, while 82% like AI tools that provide recommendations.

“According to Nielsen, Gen Z’s spending power is expected to grow to $12trn (£9.6trn) in 2030,” she said.

“Brands must invest in new tech like AR and AI in order to create shopping experiences that Gen Z are receptive to. Over half of consumers reported that AR technology increases their confidence in a product’s quality. So if retailers aren’t utilising it to the fullest, they really are missing out.” 

Lea also revealed that over half of younger shoppers favour retailers with integrated hospitality spaces such as indoor cafes or bars.

She said: “This suggests a fundamental shift in how retail space is conceptualised moving from purely transactional, to creating social destinations.”