Shopping With AI

Artificial Intelligence (AI) is fundamentally reshaping the shopper experience, but not by replacing the human element. Instead, AI is emerging as a powerful ‘enhancement layer’ that makes consumers smarter and faster while they retain ultimate decision-making authority.

Drawing on the latest research across 15 global markets, this paper reveals an AI paradox: while 27% of AI-aware consumers already use these tools for product research, a significant trust deficit remains, with only 9% currently allowing autonomous purchases. With 71% of people believing AI should be approached with caution, trust – not technology – is the primary driver of adoption.

The winners won’t have the most advanced AI or the most traditional approach. They’ll orchestrate both by using AI to eliminate friction while preserving human moments that build preference, trust, and loyalty.

Our Ipsos Views paper ‘Shopping With AI’ explores where AI is gaining traction, where shoppers are drawing firm boundaries, and why trust remains the critical variable. We offer practical guidance for brands and retailers navigating a future that demands both digital innovation and human connection – a “both/and” strategy, not “either/or”.

Read ‘Shopping With AI’ to find out:

• How companies can justify AI investment when the ROI is unclear.
• How brands and retailers should develop global strategies, given the 50-point gap in AI acceptance between different countries.
• Where shoppers are drawing firm boundaries regarding AI.
• Which shopping tasks are most suitable for AI automation.
• Why trust is the critical variable in AI adoption.