IBM-NRF Study: Brands and Retailers Navigate a New Reality as AI Shapes Consumer Decisions Before Shopping Begins

Core Insights - Generative AI is transforming the shopping experience by providing hyper-personalized suggestions and curated inspiration, shifting the competitive landscape for brands and retailers [1][2] Consumer Behavior - A global study by IBM Institute for Business Value found that 72% of consumers still shop in stores, but 45% utilize AI during their buying journeys [2] - Consumers are increasingly using AI for product research (41%), interpreting reviews (33%), and finding deals (31%) [2] - 35% of consumers still prefer visually appealing stores with no wait times, while one in three seek super apps that integrate commerce with other services [4] Retailer Adaptation - Retailers must adapt to AI-driven consumer behavior by redesigning the shopping journey to align with decision-making moments [6] - Brands should utilize AI to reduce uncertainty in the buying process and enhance customer support [6] - More than half of brand executives (54%) report challenges across channels, emphasizing the need for data readiness and testing [6] Strategic Recommendations - Brands should amplify their distinctive qualities while using AI to enhance relevance and reduce friction [6] - Investing in AI skills and partnerships is crucial, as 51% of executives cite limited AI expertise [6] Industry Implications - Understanding AI-influenced consumer behavior will become a competitive advantage in retail, differentiating brands that shape decisions from those that merely fulfill them [7]