A new IBM–NRF study shows AI shaping shopping decisions before purchase, forcing retailers to rethink discovery, trust, and data readiness.
Generative artificial intelligence is reshaping the earliest moments of the shopping experience—often before consumers ever click “buy.” From hyper-personalized recommendations to curated inspiration, influence is shifting upstream, redefining how and where brands and retailers compete for attention.
A new global study from the IBM Institute for Business Value, conducted in collaboration with the National Retail Federation, found that while nearly three-quarters of consumers surveyed worldwide still shop in physical stores, almost half now turn to AI to guide their purchasing decisions.
According to the research, 45 percent of consumers use AI during their buying journey—most commonly to research products, interpret reviews and find deals. Shoppers continue to value the ability to see and touch products, but increasingly arrive informed, with clearer intent shaped by algorithmic assistance long before a store visit or app tap.
“AI is changing how consumers shop, and every aspect of the shopping journey,” said Caroline Reppert, senior director of AI and technology policy at the National Retail Federation. Retailers that adapt, she added, will be best positioned to earn trust, relevance and long-term loyalty.
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From Browsing to Guided Buying
For brands and retailers, the shift toward AI-driven discovery is prompting a reassessment of how consumer engagement begins.
“AI is turning shopping into a trusted conversation, much more than a search,” said ALDO Group’s chief information officer, Matthieu Houle. Consumers, he said, increasingly rely on assistants that feel almost human—capable of understanding preferences and offering neutral, “best-for-me” advice that reshapes validation and decision-making.
The study found that while 35 percent of consumers still prioritize visually appealing stores and minimal wait times, AI-enabled experiences are nearly as influential. One in three consumers expressed interest in “super apps” that combine commerce with other services, while others cited smart homes with AI personal shoppers, autonomous delivery and frictionless social commerce as emerging expectations.
As AI-powered assistants become a routine part of shopping, expectations are forming faster than many retail operating models can adapt. The question for brands is no longer whether AI will influence decisions, but whether their data is prepared to guide and validate those choices.
“AI is not a magic wand,” said LVMH executive Stanislas Vignon. “If you don’t have the right data, it doesn’t work. And you must test your solution to understand where it truly delivers value.”
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Staying Ahead of the AI-Driven Consumer
As AI reshapes where, when and how decisions are made, the study urges brands and retailers to respond with deliberate design rather than reactive adoption. Key priorities include identifying future decision moments shaped by AI, deploying intelligent agents earlier in the journey to reduce uncertainty, and making data readiness and testing non-negotiable.
More than half of surveyed executives reported persistent challenges across channels and systems, while a similar share cited limited internal AI expertise—highlighting the need for both stronger data foundations and strategic partnerships.
AI, the report concludes, is fast becoming a defining competitive force in retail. Brands that understand how algorithmic influence shapes consumer behavior will be positioned to guide decisions. Those that do not may find themselves relegated to simply fulfilling them.
