Artificial intelligence is increasingly changing the shopping experience. More and more consumers are using generative AI tools to make purchasing decisions rather than just finding products. According to a study by Capgemini, 25% of shoppers were already using AI when shopping in 2025, and 31% plan to do so in the future. It is therefore becoming increasingly important for brands to be selected by algorithms and not just discovered by customers.
Consumers use AI in different ways, from chatbots to virtual assistants. However, they still want human support and control over their data and purchases. Retailers need to prepare product data in a comprehensive and machine-readable format and balance digital and human experiences in order to remain competitive.
