AI isn’t just transforming commerce, it’s driving the next wave of growth. As digital shopping becomes more intelligent and personalised, consumers are fundamentally changing how they research, compare, and buy. Nearly 40% of U.S. shoppers now use AI to assist with shopping decisions, and this holiday season alone, AI is expected to influence more than $260 billion in global e-commerce sales. The implications for marketers are massive: the path to purchase is being rewritten in real time. To better understand this transformation, IAB U.S. partnered with Talk Shoppe to release a first-of-its-kind study, When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI-Driven Commerce.
Drawing on 450+ digital ethnographies and a survey of 600 U.S. consumers, the research explores how shoppers are using AI tools alongside traditional online services and where brands fit into this evolving ecosystem.
AI is reshaping shopping into a dynamic, multi-step experience that both simplifies and expands consumer decision-making. It helps people cut through information overload, refine their options, and shop with greater confidence.
But it also introduces new, high-intent moments, as consumers validate AI-generated results, seek reassurance, and look for trusted brands to guide their final choices. For marketers, this shift presents fresh opportunities to build trust, relevance, and influence in the moments that matter most.
Key Insights
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AI is now essential to the consumer journey. Shoppers are increasingly relying on AI to research products, explore options, and make confident decisions.
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AI excels mid-journey. It’s most effective where complexity peaks, helping consumers make sense of abundant choices.
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Friction remains a challenge. Many shoppers encounter AI experiences that feel inaccurate or impersonal, which can erode trust.
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AI doesn’t shorten the path to purchase, it reshapes it. New steps emerge as consumers validate recommendations, compare sources, and seek human confirmation.
As AI continues to redefine how people shop, marketers must rethink where and how they show up along this new journey, and you can find out more in the Recommendations for Marketers & Agencies Section, and the Recommendations for Retailers & Marketplaces Section of the study. The key is understanding how AI informs discovery, drives confidence, and creates new moments of influence.
IAB New Zealand Members can download the full study to see how AI is transforming the shopping experience. Thank you to the IAB U.S. team for developing and sharing this resource.
For further information or to become an IAB New Zealand Member, please get in touch.
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