BUSINES TECH | AI shapes retail as consumers turn to digital agents before buying
onsumers reported using AI to research products (41%), interpret reviews (33%) and search for deals (31%), signaling a shift in how purchase decisions are made.
Artificial intelligence is increasingly influencing how consumers shop, with nearly half of surveyed shoppers using AI tools to guide purchasing decisions before entering a store, according to a new global study.
The research, conducted in the third quarter of 2025 by the IBM Institute for Business Value in collaboration with the National Retail Federation, surveyed more than 18,000 consumers in 23 countries and 200 industry executives. It found that while 72% of consumers still shop in physical stores, 45% now turn to AI for assistance during their buying journeys.
Consumers reported using AI to research products (41%), interpret reviews (33%) and search for deals (31%), signaling a shift in how purchase decisions are made.
From browsing to agentic commerce
The report describes a transition from AI-assisted shopping — where tools help consumers discover and compare products — to agentic commerce, where AI agents can autonomously execute purchases on a shopper’s behalf.
Global use of AI applications such as chatbots and digital assistants has grown 62% over the past two years, the study found, with even higher growth among older demographics.
Physical stores remain central to retail, anchoring product discovery for 62% of consumers and shopping for 72%. However, digital channels are expanding. Social media is now the second most popular way consumers discover products, with 25% reporting increased use over the past six months.
Consumers are also showing interest in integrated digital ecosystems. One in three surveyed said they seek super apps that combine commerce with other services. Thirty percent want connected smart homes with AI personal shoppers and autonomous delivery, while 29% look for frictionless purchasing through social platforms.
“AI is changing how consumers shop and every aspect of the shopping journey,” said Caroline Reppert, senior director for 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.”
Matthieu Houle, chief information officer at ALDO Group, said AI is reshaping consumer validation and decision-making.
“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,” Houle said.
Spending shifts under economic pressure
The study found that economic pressure is affecting more than half of consumers globally, including 39% of affluent households. One in three respondents said they are trading down to cheaper alternatives, while 25% continue to buy trusted brands even at higher prices.
Wellness priorities remain strong drivers of purchasing decisions. Thirty percent of consumers cited diet and nutrition preferences as influencing purchases, while 26% pointed to health and fitness goals.
Industry executives said they are adjusting. More than half reported challenges aligning data across channels and systems, while 51% cited limited AI expertise within their organizations.
Stanislas Vignon, head of insights for AI and omnichannel at LVMH, emphasized the need for data readiness.
“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,” Vignon said.
Trust and readiness
While 52% of consumers said they are comfortable sharing their data, 83% expressed overlapping concerns about privacy, misuse and unwanted marketing, underscoring the need for stronger trust frameworks as AI systems take on greater decision-making roles.
The report concludes that as AI agents increasingly mediate commerce, brands and retailers must redesign customer journeys, strengthen data governance and invest in AI skills to remain visible and competitive in digital ecosystems.
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