A new global study from the IBM Institute for Business Value, conducted in collaboration with the National Retail Federation, suggests generative AI is reshaping the first steps in consumer shopping journeys as hyper-personalized suggestions, curated presentations and other tech-enabled engagements exert an influence prior to store visits.
In the underlying survey, 72% of consumer respondents said they still visit stores, and 45% noted they turn to AI for shopping help. Consumers still want to see and touch products, IBM reported, but today’s shoppers increasingly arrive with an informed sense of what they’re looking for and why. They are using AI to research products, a practice cited by 41%, interpret reviews (33%) and hunt for deals (31%).
Even as consumers adjust to the presence of shopping options enabled by artificial intelligence, retail executives acknowledge challenges to deploying AI remain. In polling executives, IBM determined 54% of retail leaders confront persistent challenges across channels and systems. They shared that aligning product and policy truth and end-to-end testing is essential for success in AI initiatives. In addition, 51% noted their AI expertise is limited, underscoring the need to strengthen internal capabilities while partnering strategically to scale AI responsibly and effectively, IBM indicated.
“AI is changing how consumers shop, and every aspect throughout the shopping journey,” stated Caroline Reppert, NRF senior director, AI and technology policy. “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.”
