The following article was written by Dee Waddell, Global Head of Consumer, Travel, and Transportation at IBM Consulting.
January 7, 2026
Armonk, New York, January 7, 2026 /PRNewswire/ — Generative AI is reimagining the first step of the shopping experience before you click “buy.” From hyper-personalized offers to curated inspiration, influence comes long before a store visit or app tap, allowing brands and retailers to compete on a whole new level.
A new global study* conducted by the IBM (NYSE: IBM) Institute for Business Value in collaboration with the National Retail Federation (NRF) found that while nearly three-quarters (72%) of consumers surveyed still shop in stores, nearly half (45%) want AI to assist them with their purchase journey. Shoppers still want to see and touch products, but today’s smart consumers come to the store knowing what they’re looking for and why. They use AI to research products (41%), interpret reviews (33%), and find deals (31%).
“AI is changing how consumers shop and every aspect of shopping.” caroline reppertSenior Director of AI and Technology Policy, National Retail Federation“As these technologies increasingly guide consumer discovery, comparison, and choice, retailers that understand and respond to this change will be best positioned to gain trust, relevance, and long-term customer loyalty.”
From browsing to guided buying: How AI is shaping your choices
For leading brands and retailers, the shift to AI-powered discovery is forcing them to rethink how and where they engage with consumers.
as Matthieu Houle, ALDO Group CIO; “AI is turning shopping into a trusted conversation, more than just a search. Consumers now rely on assistants that feel almost human, understand their preferences, and provide neutral, best-for-you advice that reshapes how they validate and decide what to buy.”
While 35% of consumers surveyed still want visually appealing stores with no wait times, AI-powered solutions are just as important. In fact, one in three consumers want a super app that combines commerce with other services, 30% want a smart home with an AI personal shopper and automated delivery capabilities, and 29% want effortless purchasing through social platforms.
Consumers are becoming increasingly accustomed to AI-powered shopping assistants that help them decide what to buy. But expectations are forming faster than most retail operating models can keep up, forcing us to ask, “Is our data ready to guide and validate what our customers ultimately choose?”
Emphasizes that “AI is not a magic wand” Stanislas VignonHead of Insights (AI and Omnichannel) at Louis Vuitton Moët Hennessy (LVMH)“Without the right data, your solution won’t work. And you need to test your solution to know if it works and where it brings value.”
How brands and retailers can stay ahead of the AI-driven consumer
As AI transforms the way consumers make choices, brands and retailers must anticipate the changes and intentionally design experiences that delight shoppers where they are. We will focus on:
- Redesign journeys around future decision-making moments. Identify where consumers use AI to research, compare, and find value, and ensure those moments seamlessly lead to purchases.
- Use agents to reduce uncertainty early in the journey. In addition to skewing service volumes, we offer deal searches, review interpretation, and personal shopping support to help consumers make decisions.
- Make data preparation and testing non-negotiable. With more than half (54%) of brand executives surveyed reporting persistent challenges across channels and systems, it’s essential to align product and policy veracity and test end-to-end.
- Highlight your brand characteristics. Use AI to scale relevance and eliminate friction while maintaining creativity and authentic brand expression.
- Invest in AI skills and partnerships. More than half (51%) of executives say they have limited AI expertise, highlighting the need to strengthen internal capabilities while partnering strategically to scale AI responsibly and effectively.
AI is reshaping when, where, and how decisions are made across all industries. In the retail industry, understanding consumer behavior influenced by AI will be a decisive competitive advantage, differentiating brands and retailers who shape decisions from those who simply execute them.
To view the entire study, visit https://www.ibm.com/thought-leadership/institute-business-value/en-us/report/agentic-commerce.
*Research method
Explore how consumers and business leaders are preparing for AI-powered shopping and services agent-like The IBM Business Value Institute conducted two global surveys of consumers and industry executives in Q3 2025. The consumer survey included more than 18,000 respondents from 23 countries, representing a diverse range of shopping behaviors. The executive survey gathered insights from 200 senior leaders in retail, consumer goods, and e-commerce organizations. Respondents were categorized by engagement style, price sensitivity, and AI-related knowledge. Descriptive analysis identified key patterns, and validated statistical methods were applied to compare priorities and evaluate trust-focused engagement strategies.
About IBM
IBM is a leading provider of global hybrid cloud, AI, and consulting expertise. We help clients in more than 175 countries leverage insights from data to streamline business processes, reduce costs, and gain a competitive edge in their industries. Thousands of governments and corporations in critical infrastructure sectors such as financial services, telecommunications, and healthcare rely on IBM’s hybrid cloud platform and Red Hat OpenShift to digitally transform quickly, efficiently, and securely. IBM’s breakthrough innovations in AI, quantum computing, industry-specific cloud solutions and consulting provide open and flexible options for our clients. All of this is backed by IBM’s long-standing commitment to trust, transparency, accountability, inclusion, and service. For more information, visit www.ibm.com.
Media contact:
Alexandra Prever
IBM
alexandra.prevor@ibm.com
Source IBM
