AI Is the New Personal Shopper: How Consumers Are Changing the Way They Buy

The retail landscape is shifting again. But this time, it’s not just about e-commerce versus brick-and-mortar, or TikTok trends creating momentary chaos in grocery aisles. What’s emerging is deeper and more systemic: the rise of the AI-powered shopper. 

What’s Happening: AI Is Reshaping the Buying Journey 

A 2025 Capgemini report reveals that 71% of consumers want generative AI to enhance their shopping experiences, and 58% already use AI tools instead of traditional search engines. Gen Z and Millennials are leading this behavioral shift, using AI for everything from product discovery to price comparisons. 

Retail giants like Walmart are building infrastructure to accommodate “AI shopping agents”—automated tools that shop on a consumer’s behalf. As reported by The Wall Street Journal, Walmart is preparing for a future where these AI tools will handle everything from list-building to price optimization. 

Meanwhile, The Verge reports that TikTok is embedding AI-generated “sponcon” (sponsored content) directly into videos, blurring the lines between entertainment and advertising. The platform’s algorithm, powered by generative AI, doesn’t just show you what’s trending; it anticipates what you might want to buy next. 

Google is seeing a resurgence among Gen Z shoppers who are now turning to it as a smarter alternative to Amazon, according to Business Insider. Why? Its AI-powered product recommendations and shopping tools feel more personalized, flexible, and useful. 

What This Means: 4 Key Implications for Brands and Retailers 

1. Search is no longer king, suggestion is. 

As AI replaces traditional search behaviour, the path to purchase is getting shorter, more intuitive, and less brand-controlled. Brands that rely on SEO or static product pages may struggle to stay visible. Instead, they’ll need to be part of AI-generated recommendation ecosystems (think: “best budget skincare for dry skin” generated by ChatGPT, not Google). 

 2. Personalization is the new price point. 

Consumers expect AI to “know” their needs, whether it's suggesting the right deodorant based on climate or recommending a plant-based protein because they’re gym-goers. This means data strategy becomes brand strategy. The better your customer understanding, the stronger your AI integration can be. 

3. Retail media networks must get smarter. 

Retailers like Amazon, Walmart, and Target will increasingly offer AI-enhanced ad targeting within their ecosystems. CPG brands will need to master these tools to maintain their share of shelf, digital and physical. Winning in these networks will require creative agility and predictive product placement. 

4. Ethical AI is a competitive advantage. 

With increased automation comes consumer skepticism. Brands that are transparent about how AI influences recommendations and responsibly use data will win long-term trust. Think: consent-first data capture, explainable AI, and human oversight in algorithmic decisions. 

The Bottom Line 

We’re entering a world where your next customer might not be a person, but their AI agent. As generative AI reshapes shopping habits, brands that adapt early, by embracing personalization, frictionless discovery, and ethical automation, stand to gain lasting loyalty. 

For CPG marketers, it’s no longer just about visibility. It’s about being the most relevant option in a sea of AI-curated choices.