The new era of shopping with artificial intelligence - How brands can be selected by algorithms
The increased adoption of artificial intelligence is forcing a number of sectors to undergo rapid transition, and shopping is no exception. A quarter of consumers used AI-powered shopping tools in 2025, and a further 31% plan to adopt them in the future.
That's according to a new report from IT firm Capgemini, based on global consumer responses and interviews with retail executives.
In practice, shoppers can apply artificial intelligence in a variety of ways, whether they make purchases directly through a chatbot, use algorithms for advice, or allow a virtual assistant to spend money on their behalf.
Last year, for example, OpenAI announced that it would allow US users to buy goods from Etsy, Shopify, and Walmart through ChatGPT.
Other companies, such as Amazon, have been more hesitant, blocking OpenAI’s browsers and restricting access to its product listings. By focusing on its own AI ambitions, Amazon hopes to maintain control over the e-commerce advertising market.
According to Capgemini, 63% of consumers surveyed want generative AI to provide hyper-personalized shopping content, though concerns about the technology remain. For example, 71% of respondents said they were concerned about how generative AI uses their information.
The desire for human assistance also remains strong, with 66% of respondents valuing human support at the point of purchase. This means brands need to offer “a balanced mix of digital convenience and human support,” Capgemini said.
In particular, helpline chatbots on company websites, intended to provide instant 24/7 support, were relatively unpopular, satisfying only 57% of respondents.
According to the report, retailers must adapt to the new era of shopping or risk being left behind. To improve engagement with AI bots, firms must provide machine-readable, continuously refreshed data enriched with product attributes. This means the technology can interpret, highlight and recommend products in real time.
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