Since ChatGPT exploded onto the scene three years ago, AI has slowly taken over nearly every aspect of our lives. From AI videos to AI shopping, there are hundreds of different ways to use this new tool, and retail customers are making the most of it. From more innovative price comparison tools to virtual try-ons, shoppers today use AI to save time, get better value, and confidently make decisions.
Recent research from Bloomreach confirms this shift. Two surveys of more than 1,000 consumers found that 67% of respondents are already familiar with AI shopping assistants, and 57% have used AI to help them shop online. Among those who have used them, 97% found them helpful, and 77% say AI helped them decide on purchases faster.
Where AI Shopping Fits Into the Customer Journey
AI shopping is unique in the way that it touches almost every stage of the marketing funnel, helping brands guide customers from discovery to decision faster and more efficiently:
- Awareness
AI-driven product recommendations and personalized ads surface new brands and products that match a shopper’s style or needs, even before they start actively searching.
- Consideration
AI helps shoppers compare prices, read reviews, and ask product-related questions through conversational tools and assistants, giving them the information they need to weigh their options.
- Decision
Virtual try-ons, fit guidance, and tailored promotions powered by AI give shoppers the confidence to complete their purchase.
- Post-purchase loyalty
AI is increasingly used to support reordering, suggest complementary products, and provide personalized after-sales service, helping brands build loyalty and repeat business.
AI shopping isn’t just about transactions; it supports a smoother, more personalized experience throughout the buying journey.
Here are seven ways AI shopping is changing everyday habits:
- Personalised help when you need it
Online stores are crowded with choices. AI makes it easier to narrow them down.
Many shoppers now rely on AI-powered assistants on websites and in apps to recommend products based on their style, budget, or past purchases. For example, a chatbot might suggest a dress for an upcoming event, help you pick skincare suited to your skin type, or point you to gifts that match your preferences.
This kind of support matters. According to Bloomreach’s survey, 46% of respondents believe an AI shopping assistant would offer more honest advice about an outfit than a friend, showing how much trust shoppers already place in these tools.
- Automatic deal hunting
Nobody wants to overpay, and AI makes it easier to avoid.
Browser extensions like Honey or Klarna use AI to compare prices across retailers, track price drops, and apply discount codes automatically at checkout.
Instead of manually checking different sites for deals, shoppers are letting AI do the work in the background, often saving money they didn’t know they could.
- Smarter product suggestions
Recommendation tools have come a long way.
Rather than showing the same suggestions to everyone, modern AI engines analyse your browsing history, past orders, and even your style preferences to offer personal and relevant ideas.
Bloomreach’s research highlights that 64.5% of consumers at least somewhat trust AI answers, and 61% say they’re interested in using a conversational search bar, indicating that shoppers are ready for smarter, more interactive recommendation engines.
- Virtual try-ons and better size advice
Buying clothes, glasses, or makeup online often means guessing whether something will suit you. AI-powered tools help reduce that uncertainty.
You can preview how makeup will look on your face using tools like Sephora’s Virtual Artist or see if glasses frames fit your face shape with apps from brands like Warby Parker. AI can even help you choose the right clothing size based on your measurements or past orders.
These features reduce the chance of mistakes and returns, saving shoppers time and hassle.
- Eco-friendly choices
Sustainability matters to more people, and AI is helping them shop with this in mind.
Some online platforms now highlight brands with lower carbon footprints or suggest pre-owned alternatives when you search for a product. Others give estimates of the carbon emissions associated with a purchase.
These small nudges help shoppers align their buying habits with their values, all powered by AI working quietly behind the scenes.
- Help with groceries and repeat shopping
Shopping for groceries or household staples can feel like a chore, but AI is helping to streamline it.
Smart apps can predict when you’re likely to run out of everyday items, recommend recipes that use what you already have at home, and optimise your list to save money or reduce waste.
These features help busy shoppers save time and stay organised, without thinking about it.
- Price comparison and deal finding
AI tools, such as ChatGPT, automatically compare prices across multiple retailers, track discounts, predict price drops, and apply coupons at checkout. This makes it easier for shoppers to feel confident they’re getting good value without needing to search manually or wait for a sale. AI is also very good at finding products that Google may not have. This article explains how to get your products ranked on ChatGPT.
How generative AI is improving the shopping experience behind the scenes
Generative AI is helping retailers create and manage their various digital platforms, such as digital catalogs.
Many of the product details, images, and descriptions customers see today are increasingly supported by AI tools. These tools reduce retailers’ time to prepare catalog content by automatically generating titles, descriptions, and alt text, translating content for global audiences, and enriching product data to ensure items are accurately described and searchable.
AI also helps prepare product visuals more efficiently, from removing backgrounds to resizing images for different platforms and formats.
This work happens behind the scenes, but it directly impacts AI shopping by improving the accuracy, relevance, and completeness of the product content that consumers browse. This helps them find what they want faster and shop with more confidence.
AI Shopping Is Now Key To the Buyer Journey
AI shopping is making life easier in small but important ways. Shoppers can now rely on AI to get tailored advice, find better prices, make eco-conscious decisions, and reduce the friction of online buying.
Retailers that adapt quickly to this shift will not only improve customer experience but also build loyalty as expectations continue to change.
