AI and consumers: How artificial intelligence is reshaping shopping behavior

Artificial intelligence is reshaping the way consumers search for information, make purchasing decisions, and interact with brands. Chatbots, virtual assistants, and AI-powered search engines are gaining ground, offering personalized experiences and reducing search times. However, challenges related to transparency, data security, and consumer trust remain.

A recent study by the Italian Observatory for Electronic Commerce for SMEs (OICE), presented on January 28, 2025, at the Campus Luigi Einaudi in Turin, revealed key insights into consumer habits, preferences, and obstacles that still need to be overcome.

How AI is redefining the shopping experience

The use of AI-powered tools has significantly changed consumer behavior. These tools not only simplify information retrieval but also provide personalized assistance and post-purchase support. According to the OICE study, the main advantages include:

• Higher quality responses: 31.4% of respondents believe that AI search engines provide more accurate results than traditional ones.
• Faster answers: 23% value response speed, while 20.9% appreciate direct information without needing to browse external links.
• Omnichannel experience: Online shopping is increasing among older consumers, with 43.7% of over-56s favoring digital purchases.

AI-powered search engines vs. traditional search tools

OICE’s research highlights a clear dominance of Google, used by 84.8% of respondents to search for products. However, AI-driven search engines like ChatGPT-SearchGPT are emerging, with 35.6% of users adopting them, followed by Gemini (14.3%) and Copilot (10.6%).

Despite this growth, 35.1% of respondents are still unfamiliar with AI-based search engines. Among those who use them, 41% do so at least once a week, while 15% use them daily.

Trust in AI shopping recommendations

AI-powered shopping recommendations still face skepticism:

• 37.9% of consumers find them reliable only sometimes.
• 24.9% consider them often useful, while 20.3% find them rarely reliable.
• 12% never trust AI recommendations, highlighting the need for improvement.

While AI can enhance shopping experiences, its effectiveness depends on algorithm quality and data transparency.

The future of AI in digital commerce

AI is set to play an increasingly central role in e-commerce, making purchases easier and improving customer interactions. However, rather than replacing traditional channels, AI is integrating into an omnichannel model.

Businesses must invest in more intuitive, secure, and personalized AI solutions to provide seamless and trustworthy shopping experiences.

What do you think about AI’s impact on digital commerce? Leave a comment below and share your opinion!