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The Role of AI in Modern Shopping: A Deep Dive

In a groundbreaking report released on October 28, 2025, the Interactive Advertising Bureau (IAB) examined the transformative role of artificial intelligence (AI) in shaping contemporary shopping behaviors. Collaborating with Talk Shoppe, IAB explored how AI is becoming a pivotal element in the consumer shopping journey. This first-of-its-kind study, titled "When AI Guides the Shopping Journey Opportunities for Marketers in the Age of AI-Driven Commerce," reveals that AI is rapidly gaining traction among consumers, acting as a critical influencer in their shopping processes.

Key Findings of the Study

One of the most striking findings highlighted in the report is that for consumers who utilize AI during their shopping trips, it has risen to become the second most influential source for shopping guidance, just behind traditional search engines. In fact, AI has now outpaced retailer websites, apps, and even personal recommendations from friends and family.

According to David Cohen, CEO of IAB, “AI is reinventing the traditional shopping journey and reshaping how and when brands should engage. The path to purchase has not been linear for some time, but now it's intelligent, conversational, and happening on demand.”

Increased Adoption of AI in Shopping

The usage of AI in shopping is on the rise, with 46% of AI users stating they implement AI in virtually all their shopping experiences. Moreover, 80% of them express the intention to rely on AI even more in the foreseeable future. Consumers report that AI not only makes shopping more enjoyable and intuitive but also enhances personalization. For instance, over 70% of respondents claim that AI frequently anticipates their needs, while 85% agree that its recommendations feel tailored specifically for them.

The Power of AI in Consumer Decision-Making

AI shines particularly during the early and mid-stages of the shopping experience, where it facilitates product research and comparison, essential for clarity in purchase decisions. More than 80% of consumers advocate that AI proves most beneficial when it comes to researching and comparing products, emphasizing how it imbues shoppers with confidence and clarity. Interestingly, 81% of AI-assisted shoppers noted that their experience became easier due to AI, while 77% felt more assured in their purchase choices.

AI also plays a crucial role in product discovery, with nearly 90% of consumers acknowledging AI’s capability to reveal products they may not have encountered otherwise. Remarkably, 64% reported that AI introduced a new product in the midst of their shopping session.

As Jack Koch, Senior Vice President of Research and Insights at IAB, states, “AI's greatest strength is its ability to streamline the research and comparison phase, empowering consumers to navigate their journey confidently.” Far from a mere replacement of traditional shopping methods, AI is amplifying them, guiding consumers towards making informed decisions more efficiently.

Navigating the Trust Gap

Despite AI’s rising influence, a transparency concern looms over its recommendations—the study noted that only 46% of consumers fully trust these suggestions. Many shoppers still prefer to verify AI information from additional online sources before proceeding with purchases. Key factors that could enhance consumer trust include clearer sourcing of information, verified customer reviews, and explanations on how recommendations are generated, with percentages as high as 88%, 87%, and 75%, respectively.

Interestingly, the research also showed that engaging with AI may add steps to the purchasing journey. For instance, after relying on AI recommendations, shoppers reported growth in their average steps taken online—from 1.6 prior to AI interaction to 3.8 afterward. This suggests a burgeoning trend, where consumers engage in more validation moments to affirm their confidence in decisions before concluding a purchase.

Implications for Brands and Retailers

The findings present a valuable opportunity for brands to lead in an era characterized by AI-driven shopping experiences. As consumers increasingly embrace these technologies, illustrated through AI's transformative impact on the shopping experience, businesses can leverage strategies that cultivate deeper relationships with customers by focusing on personalization, convenience, and trust.

The complete report, "When AI Guides the Shopping Journey Opportunities for Marketers in the Age of AI-Driven Commerce," provides actionable insights that can significantly shape marketing strategies in today's fast-evolving commerce environment. Furthermore, IAB plans to host a webinar where industry experts will delve deeper into these findings, evidencing AI’s role in transforming the consumer shopping landscape.

As businesses adjust to the new normal, the dialogue around AI in shopping is likely to expand, bringing forth further discussions on the balance of technology and human intuition in navigating today’s complex purchasing decisions.