Nearly one in four Chinese users of artificial intelligence now turn to the technology for purchase decisions, making AI an emerging gateway for brands, according to a report released by market research company CTR.

The finding came as China's fast-moving consumer goods market entered a slower, stock-driven phase. Sales value edged up 0.1 percent year-on-year in the first eight months of 2026, while average household spending fell 1 percent and purchase frequency rose 4.2 percent, the report said.

The figures point to smaller but more frequent shopping trips as consumers spread spending across fragmented channels, including instant retail. CTR said brands should thus shift from trying to dominate product categories to serving specific consumption occasions.

"In the past, we were product providers. In the future, we need to become problem-solvers in consumer scenarios," Li Rong, China general manager at Worldpanel by Numerator, which is part of CTR in China, said.

Price remains important, but consumers are not simply trading down. Of 114 categories tracked, only 38 percent recorded higher volumes and lower prices, while some categories still commanded a premium.

Households are seeking cheaper substitutes for basic needs while still spending on products with clear functional, health or emotional value. CTR described this as a shift from value for money toward a broader judgment of whether a product feels worthwhile.

AI is also reshaping those judgments. Among AI users, 24.8 percent have used it to support consumption decisions and 14.5 percent to choose brands or shopping channels. They tend to shop more frequently, show less price sensitivity and use instant retail more often.

The change is reinforced by a shift in mobile internet use. Monthly active users of intelligent AI applications surged 259 percent year-on-year in August, even as overall mobile user growth stayed below 1 percent over the previous six months. AI applications reached 56 percent of devices by June.

AI has become one of the three leading online sources of product information and ranks first for some of the nine categories studied. Its influence varies by product, audience and platform, particularly for higher-risk purchases that require further checks.

"The arrival of AI has truly turned the phone into an intelligent assistant," Wang Jun, director of CTR's mobile user index research, said.

In this regard, the research body said brands should assess whether their category suits AI marketing, whether consumers trust its recommendations, which platforms matter and what information users seek. Building credible content at those touchpoints will be central to securing a place in the new decision journey.