How Korean Consumers Use Gen AI to Shop

McKinsey found that Korean gen-AI shopping users most often compare options (58%), learn about products (56%) and discover brands (49%).

McKinsey’s Q2 2026 APAC ConsumerWise research found Korean economic optimism rising from 28% to 31%, while 62% still cited inflation as a leading concern. Consumers may feel more optimistic yet remain selective in spending.

Among Korean consumers using gen AI for shopping, 58% compared options, 56% learned about products and 49% discovered brands. Travel, vitamins and supplements, groceries and household essentials were prominent categories.

Gen AI therefore has its strongest current influence in discovery and consideration. Brands need product names, attributes, prices, evidence, reviews and availability that AI systems can interpret and compare reliably.

Inconsistent information across brand sites, retailers, marketplaces and store systems can weaken AI answers and shopper trust. Product-master and content governance are becoming core marketing infrastructure.

As agentic commerce extends toward transactions, discovery, recommendation, availability and fulfilment will converge. Companies should prepare metrics for AI referral, comparison inclusion, conversion and repeat purchase.