A new era of AI shopping: How brands are chosen by algorithms

"In practice, shoppers can apply AI in different ways, whether they make purchases directly through a chatbot, use algorithms for advice, or allow a virtual assistant to spend money on their behalf. Last year, for instance, OpenAI announced that it would be allowing US users to purchase Etsy, Shopify, and Walmart goods through ChatGPT. Other companies, such as Amazon, have proven more hesitant, blocking OpenAI crawlers and thereby restricting access to its product listings."

"A quarter of consumers used generative AI shopping tools in 2025 and a further 31% plan to adopt them in future. According to Capgemini, 63% of surveyed consumers want generative AI to provide hyper-personalised shopping content, although concerns around the technology remain. For instance, 71% of respondents said they were worried about how generative AI uses their information. The desire for human assistance also remains strong, with 66% of those surveyed valuing human support at the point of purchase."

""Brands must move beyond being optimised for search to being optimised for selection," said Dreen Yang, EVP, global consumer products and retail lead at Capgemini. "Success increasingly depends on being chosen by algorithms, not just found by consumers.""

A quarter of consumers used generative AI shopping tools in 2025, and 31% plan future adoption. Shoppers can purchase through chatbots, use algorithms for advice, or allow virtual assistants to spend on their behalf. OpenAI enabled purchases from Etsy, Shopify, and Walmart via ChatGPT, while Amazon blocked OpenAI crawlers to restrict access to product listings and preserve control over e-commerce advertising. Sixty-three percent of consumers want hyper-personalised content from generative AI, while 71% worry about how AI uses their information. Sixty-six percent value human support at purchase and helpline chatbots satisfied only 57% of respondents, indicating a need for balanced digital and human service. Brands must optimise for selection by algorithms rather than solely for search.

Read at euronews