AI shapes consumer decisions before shopping begins: IBM-NRF study

The study found that while nearly three-quarters of surveyed consumers (72 per cent) still shop in stores, almost half (45 per cent) turn to AI for help during their buying journeys. Shoppers still want to see and touch products, but today's savvy consumers increasingly arrive with a sense of what they're looking for and why. They are using AI to research products (41 per cent), interpret reviews (33 per cent), and hunt for deals (31 per cent).

"AI is changing how consumers shop, and every aspect throughout the shopping journey," noted Caroline Reppert, senior director, AI and Technology Policy at the National Retail Federation, "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."

For leading brands and retailers, this shift toward AI-shaped discovery is prompting a rethink of how and where they engage consumers. As Matthieu Houle, CIO at ALDO Group, explained, "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."

While 35 per cent of surveyed consumers still desire visually appealing stores with no wait times, AI-powered solutions are nearly as important. In fact, one in three consumers seek super apps that combine commerce with other services, 30 per cent want smart homes with AI personal shoppers and autonomous delivery, and 29 per cent look for effortless purchasing through social platforms.

Consumers are growing increasingly accustomed to AI-powered shopping assistants helping them decide what to buy. That expectation, however, is forming faster than most retail operating models can keep pace, forcing the question: Is data ready to guide and validate what customers ultimately choose?

"AI is not a magic wand," emphasised Stanislas Vignon, head of insights (AI and omnichannel) at Louis Vuitton Moët Hennessy (LVMH). "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."

As AI reshapes consumer decision-making, brands and retailers must redesign shopping journeys around future AI-driven moments, using agents to reduce uncertainty early through research, comparison, and personalised support. Strong data readiness and end-to-end testing are essential to overcome cross-channel challenges. Companies should leverage AI to scale relevance while preserving brand distinctiveness, and invest in AI skills and strategic partnerships to build expertise and deploy AI responsibly.

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

Fibre2Fashion News Desk (RR)