AI reshapes consumer behavior in retail

A new study by IBM in collaboration with the National Retail Federation reveals that 40% of French consumers now use AI to assist in their shopping decisions. This marks a rapid shift from experimental use to daily reliance on AI in commerce.

Standardization of AI in retail

The widespread use of AI in retail has transformed data and algorithm mastery from a competitive edge into a shared standard. This has raised a key question: if all brands have access to the same AI models, how do they differentiate themselves?

Open-source AI tools for merchants

Anthropic, a leading AI company, released open-source code in early September that allows merchants to build their own sales agents. These agents can search, compare, and prepare product baskets, offering features like dynamic pricing and automated customer service to all users.

Shift in decision-making power

Previously, consumers searched and compared products, with merchants competing for attention through visibility and interfaces. Now, AI agents handle parts of the decision-making process, leaving brands to be chosen by machines based on criteria like price and reviews.

AI's role in strategic choices

While AI can calculate the impact of a discount on sales, it cannot decide whether a brand should clear inventory or protect its image. This requires human judgment, which is increasingly being delegated to AI, potentially standardizing decisions across the market.

Transparency and reliability in AI decisions

As AI agents interact with each other, the perceived reliability of their decisions—based on transparency and consistency—becomes a key asset. Consumers may accept algorithmic recommendations but demand more when agents make decisions on their behalf.

Blurring line between assistance and decision

The boundary between AI assistance and autonomous decision-making is shifting. While Anthropic’s tools allow agents to prepare baskets, payment is still handled by the hosting application. Meanwhile, Google now enables direct purchases via Gemini in some markets, further blurring this line.

Human judgment in the AI era

As AI takes on more analytical and decision-making tasks, the role of human judgment becomes more critical. The challenge for brands is not just what AI can do, but what they are willing to let it decide, shifting focus from execution to strategic oversight.