AI shapes consumer decisions before shopping even begins – study

The AI-Powered Shopping Revolution How Artificial Intelligence Shapes Consumer Decisions Before Shopping Begins

As consumers increasingly rely on artificial intelligence (AI) to research products, interpret reviews, and hunt for deals, a new era of commerce has dawned. A recent global study from the IBM Institute for Business Value reveals that most consumers still visit stores to see and touch products, but they arrive with a clear sense of what they are looking for and why.

The study indicates that AI is significantly reshaping the early stages of the shopping experience before buyers even make a purchase. From hyper-personalized suggestions to curated inspiration, influence now begins long before a store visit or app tap. In fact, 41% of shoppers use AI to research products, while 33% rely on it to interpret reviews and 31% to hunt for deals.

This shift in commerce is driving a fundamental change in the way consumers interact with brands and retailers. Gone are the days of people-led browsing; instead, AI-assisted discovery is becoming the norm. As consumers become accustomed to AI-powered shopping assistants that help them decide what to buy, the expectation is forming faster than most retail operating models can keep pace.

The implications for leading brands and retailers are significant. To stay ahead of the curve, they must rethink how and where they engage consumers, anticipating change and designing experiences that meet shoppers where they are. This requires

Redesigning the journey around future decision points where consumers use AI to research, compare, and look for value, leading seamlessly to purchase.
Using agents to reduce uncertainty earlier in the journey so personal shopping support helps consumers decide.
Ensuring data readiness and testing end-to-end to align product and policy accuracy.
Amplifying what makes the brand distinctive while preserving creativity and authentic expression.
Investing in AI skills and partnerships to scale AI responsibly and effectively.

In conclusion, AI is reshaping where, when, and how decisions are made across industries. In retail, understanding AI-influenced consumer behavior will become a competitive advantage, separating brands and retailers that shape decisions from those that simply fulfill them.

The Future of Retail

As we look to 2026 and beyond, it's clear that the future of retail is being shaped by AI. With consumers increasingly relying on AI-powered shopping assistants to help them make purchasing decisions, brands and retailers must adapt to this new reality. By redesigning their journeys around AI-assisted discovery, using agents to reduce uncertainty, ensuring data readiness, amplifying brand distinctiveness, and investing in AI skills and partnerships, they can stay ahead of the curve and thrive in an ever-evolving retail landscape.

Keywords* AI-powered shopping assistants, consumer behavior, retail transformation, e-commerce, digital marketing

Edward Lance Arellano Lorilla

CEO / Co-Founder

Enjoy the little things in life. For one day, you may look back and realize they were the big things. Many of life's failures are people who did not realize how close they were to success when they gave up.