The growing adoption of AI is forcing many sectors to rapidly transition, and shopping is no exception.
A quarter of consumers will use generative AI shopping tools in 2025, and a further 31% plan to adopt them in the future.
This is according to a new report from tech company Capgemini, based on consumer reactions and interviews with retail executives around the world.
“Brands need to move beyond search optimization to choice optimization,” said Doreen Yang, vice president of global consumer products and retail at Capgemini. “Success increasingly depends on being chosen by an algorithm, not just being found by consumers.”
In reality, shoppers can apply AI in a variety of ways, including making direct purchases through chatbots, using algorithms for advice, and having virtual assistants spend their money for them.
For example, OpenAI announced last year that it would allow users in the United States to buy products from Etsy, Shopify, and Walmart through ChatGPT.
Other companies, such as Amazon, have proven more hesitant, blocking OpenAI crawlers and, as a result, restricting access to their product listings. Amazon hopes to maintain its dominance of the e-commerce advertising market by focusing on its AI ambitions.
According to Capgemini, 63% of consumers surveyed want generative AI to deliver hyper-personalized shopping content, but concerns about the technology remain. For example, 71% of respondents said they were concerned about how generative AI would use their information.
The desire for personal assistance also remains strong, with 66% of those surveyed placing importance on personal support during the purchase process. This means brands need to offer a “balanced combination of digital convenience and human support,” Capgemini said.
In particular, helpline chatbots on company sites aimed at providing 24/7 immediate support were relatively unpopular, with only 57% of respondents satisfied.
Appeal to bots
Retailers must adapt to the new shopping era or risk being left behind, according to the report.
To improve traction with AI bots, companies must provide machine-readable, continuously updated data enriched with product attributes. This means the technology can interpret, display and recommend products in real time.
AI tools are more likely to recommend companies that provide detailed context about their products, as it helps bots understand who the product is for and why it’s relevant.
Capgemini said third-party sources such as reviews and ratings are also important, and they influence how large-scale language models describe products and brands.
However, the continued popularity of chatbot shopping in the future will depend on a variety of factors. One key question revolves around the advertising appetite of AI companies. Overcrowding shopping assistants with ads can reduce consumers’ trust in their recommendations.
Take advantage of transitions
Capgemini said that when it comes to companies’ proprietary AI products, it is important to adapt the technology to consumer preferences.
In other words, outstanding brands offer a diverse shopping experience through one interface. Some users prefer to explore on their own, while others prefer step-by-step recommendations, both of which can be addressed using AI tools. Innovative services include a ‘try-on’ feature on clothing and accessories and an ‘AI style advisor’.
Transparency and control over this technology is also important, the report says. The majority of shoppers want their digital assistants to set strict boundaries, such as spending limits, and 63% want to approve or decline purchases initiated by AI.
Additionally, 67% want brands to label ads and content generated by AI, highlighting the need for human control every step of the way.