AI Is Becoming Part of the Shopping Journey

Artificial intelligence is changing how consumers discover products, compare prices and make purchasing decisions. From conversational shopping assistants to AI-powered product recommendations, customers are increasingly relying on intelligent tools to simplify their shopping experiences.

However, convenience alone is not enough. Consumers also want to understand when they are interacting with AI, how their information is being used and whether the recommendations they receive are reliable.

According to Adobe's 2026 research, 81% of surveyed consumers use AI tools or agents for everyday tasks, including shopping and product discovery. The findings highlight an important shift: AI is becoming part of everyday decision-making, creating new expectations for digital brands.

Consumers Are Using AI for Product Discovery

Traditional online shopping often involves visiting multiple websites, reading reviews and comparing prices before making a decision. AI-powered tools are simplifying this process by helping consumers find relevant products and evaluate available options.

Adobe's research, based on a survey of 1,007 US consumers, found that:

  • 25% use AI for guided product discovery.

  • 23% use AI for price tracking and deal alerts.

  • 31% use AI for travel research and booking.

  • 29% use AI for meal planning and grocery ordering.

These findings suggest that consumers increasingly value AI applications that save time and reduce the effort involved in everyday decisions.

For marketers and retailers, this means product visibility is evolving. Brands must ensure that their product information, pricing and availability are accurate and accessible to AI-powered discovery tools.

Transparency Is Becoming Essential for Brand Trust

Despite growing adoption, consumers still have concerns about relying on AI.

Adobe found that 53% of respondents were concerned about privacy, while 52% questioned the accuracy of AI-generated information. Another 34% identified a lack of control as a barrier to using AI agents.

The research also revealed that 69% of consumers feel more confident in brands that clearly disclose when they are interacting with an AI agent from the beginning.

This creates a clear responsibility for businesses. Customers should know when AI is involved, what information it uses and when human assistance is available.

Brands that communicate these details clearly can create more trustworthy digital experiences.

Personalisation Could Strengthen Customer Loyalty

Consumers increasingly expect brands to understand their preferences and provide relevant recommendations across different interactions.

Adobe's research found that three in five respondents would be more loyal to a brand offering proactive AI experiences designed to anticipate their needs.

The study also highlighted several features consumers value:

  • 48% prefer brands that remember their previous preferences.

  • 46% want sources that help verify AI-generated information.

  • 40% value the use of brand-approved content.

  • 37% want an easy transition to human support when required.

These findings demonstrate that effective personalisation is not simply about recommending more products. It is about providing useful, consistent and relevant experiences without compromising customer confidence.

What This Means for Digital Marketing Teams

The growth of AI-assisted shopping requires marketers to rethink how they manage digital visibility and customer engagement.

Search engine optimisation remains important, but brands must also consider how AI assistants interpret and present their products. Accurate product descriptions, updated pricing, reliable information and consistent brand messaging can influence how businesses appear in AI-generated recommendations.

Marketing teams should focus on four priorities:

1. Maintain Accurate Product Information: Ensure product details, pricing, availability and specifications remain consistent across digital platforms.

2. Make AI Interactions Transparent: Clearly identify AI-powered assistants and explain their role in the customer journey.

3. Prioritise Responsible Personalisation: Use customer data appropriately and provide relevant recommendations without making customers feel that their privacy is compromised.

4. Keep Human Support Accessible: Make it easy for customers to connect with human representatives when AI cannot resolve their questions.

The Future of Shopping Depends on Trust

AI is creating new opportunities for brands to simplify product discovery, improve personalisation and strengthen customer relationships. However, its long-term success will depend on more than technological innovation.

Consumers want digital experiences that are convenient, accurate and transparent. Businesses that combine intelligent automation with responsible data practices and accessible human support will be better positioned to build lasting customer relationships.

As AI becomes more deeply integrated into online shopping, the brands that earn consumer trust may gain a significant advantage in the next phase of digital commerce.