Released in partnership with NRF, study draws on IBM's proprietary consumer research of 18,000 global consumers as well as a proprietary survey of retail and consumer products leaders. Key findings include:
Shoppers are spending strategically, generating the behavioral data that will train tomorrow’s AI systems. Economic pressure is changing both how much and how people buy. A third of consumers surveyed globally are trading down to budget-friendly alternatives, while others selectively indulge or pay more for trusted brands. As AI agents come online to assist with purchases, they’ll need to navigate these same nuanced decisions between price, quality, and trust.
From assistants to agents, AI is reshaping the shopping journey. Nearly three-quarters (72%) of consumers still shop in stores, but AI-assisted shopping is emerging: 41% use AI assistants to research products, 33% to look for reviews, and 31% to search for deals. Brands and retailers must orchestrate the converged experience no matter where the journey begins or ends.
The foundation of brand relationships, trust must now be earned by both people and algorithms. 52% of consumers are comfortable sharing their data, but collectively, 83% share multiple overlapping concerns about privacy, misuse, and unwanted marketing. Brands must fortify data practices to build trust with consumers today and credibility with AI agents that will purchase tomorrow.
