Generative artificial intelligence is influencing the early stages of consumer shopping, according to a new global study from the IBM Institute for Business Value and the National Retail Federation (NRF). The research found that while most consumers still prefer to shop in physical stores, nearly half now use AI tools during their buying process. These technologies are being used for product research, interpreting reviews, and searching for deals.
Caroline Reppert, Senior Director of AI and Technology Policy at NRF, stated: “AI is changing how consumers shop, and every aspect throughout the shopping journey. As these technologies increasingly guide consumer discovery, comparison, and choice, retailers that understand and respond to this shift will be best positioned to earn trust, relevance, and long-term customer loyalty.”
The report highlights that shoppers are arriving at stores with more information than before. They are using AI not only to learn about products but also to make decisions based on personalized recommendations. Matthieu Houle, CIO at ALDO Group, commented: “AI is turning shopping into a trusted conversation, much more than a search. Consumers now rely on assistants that feel almost human, know their preferences, and offer neutral, best-for-me advice that reshapes how they validate and decide what to buy.”
In addition to traditional expectations like visually appealing stores with minimal wait times—which 35% of those surveyed still value—consumers are showing growing interest in digital solutions. One in three respondents wants super apps combining commerce with other services; 30% seek smart homes featuring AI personal shoppers and autonomous delivery; 29% look for easy purchasing through social platforms.
Stanislas Vignon of Louis Vuitton Moët Hennessy (LVMH) emphasized the importance of data quality in deploying effective AI: “AI is not a magic wand. If you don’t have the right data, it doesn’t work. And you must test your solution to know whether it works and where it will bring value.”
The study recommends several strategies for brands and retailers:
– Redesigning customer journeys around moments when consumers use AI.
– Using agents earlier in the process to help reduce uncertainty.
– Prioritizing data readiness across systems.
– Maintaining brand distinctiveness while scaling relevance with AI.
– Investing in internal expertise as well as partnerships since over half of executives surveyed cite limited AI skills.
The full study can be accessed at https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/agentic-commerce.
