7 in 10 shoppers expect AI – the new market standard

Artificial intelligence is no longer a novelty. It is becoming a core part of the shopping journey. Recent studies indicate that 70% of consumers prefer AI-powered solutions in both online and offline retail settings. From intelligent product recommendations and voice or visual search to hyper-personalised offers, expectations are rising faster than adoption. Retailers that fail to adapt risk losing their most loyal customers to competitors.

71% of consumers want generative AI in shopping

According to Capgemini’s 2025 report, 71% of consumers want generative AI integrated into their shopping experiences, both in digital and physical stores. The survey, covering over 10,000 participants across 13 countries, confirms that AI is no longer seen as futuristic but as an expected part of customer experience.

66% of Gen Z and 65% of Millennials expect hyper-personalised recommendations driven by generative AI — tailored not only to past purchases, but also to mood, location, and seasonal trends.
In Poland, Focus on Business reports that 7 in 10 consumers already use AI tools in everyday life — often unknowingly, through smart filters in shopping apps or marketplace recommendation engines.

Business takeaway: AI integration is no longer a competitive edge; it’s the market baseline. Retailers that don’t implement intelligent search, recommendations, and customer support risk losing their most valuable segments, especially younger generations.

70% of shoppers expect smart, personalised features

The DHL “E-commerce Trends 2025” report reveals that 70% of consumers expect online stores to offer AI-driven shopping features such as visual search, contextual recommendations, personalised offers, or voice commerce.

This expectation spans all age groups: even the 45+ demographic increasingly uses AI when tools are simple and deliver clear value, like finding product equivalents via image search or instantly comparing offers across retailers.
KPMG data shows 61% of consumers see personalised shopping experiences as a key purchase driver.

Business takeaway: AI-powered features are no longer a “premium add-on” but a core requirement for modern e-commerce. Deploying visual search, voice commerce, and dynamic recommendations must be a strategic priority to remain competitive and increase customer loyalty.

AI boosts engagement, but conversion needs work

Adobe’s 2025 e-commerce trends report shows that AI shopping tools directly impact user behaviour. Retailers that adopted generative AI recorded:

+8% longer average session duration
+12% more pages viewed
–23% lower bounce rate

AI clearly drives engagement and exploration. However, conversion rates remain below e-commerce averages. Many shoppers treat AI as a source of inspiration and make purchases later, sometimes in different channels.

46% of surveyed consumers trust AI more than friends when choosing fashion items.

Business takeaway: AI drives engagement but must be paired with conversion strategies. Seamless omnichannel journeys, limited-time offers, and strong CTAs are essential to monetise AI-driven interactions.

Consumers are already using AI and want more

A US study found that 39% of consumers have already used generative AI tools in shopping, from chatbots and recommendation engines to visual search. Another 53% plan to use them this year.

In Poland, 70% of consumers already interact with AI in daily life, through marketplace algorithms, dynamic pricing engines, or smart product filtering.

Business takeaway: customers are not waiting for AI to “arrive” in e-commerce, they’re already using it. Not offering AI tools means losing share to competitors that deliver smarter, more interactive shopping experiences.

AI as a trusted shopping advisor

Consumer trust in AI has grown significantly. In categories like fashion, beauty, and electronics, AI is increasingly the “first consultant”, filtering, suggesting, and guiding purchases.

Business takeaway: growing trust in AI allows brands to strengthen loyalty through transparency. Explaining why a product is recommended (“because it matches your style and recent searches”) builds credibility. Transparent AI will become a cornerstone of brand–customer relationships.

Start with AI where it matters most: delivery

You don’t need costly or complex integrations to bring AI into your store. Start with the foundation of a great shopping experience: fast, reliable, predictable delivery. AI-driven shipment automation shortens fulfillment times, increases customer satisfaction, and drives loyalty.

Also check out: Why offering PUDO points and parcel lockers boosts cross-border e-commerce sales?