AI shapes consumer decisions before shopping, IBM‑NRF study finds

A global study from the IBM Institute for Business Value and the National Retail Federation reports that 72% of surveyed consumers still shop in stores while 45% use AI during their buying journeys; many use AI to research products, interpret reviews, and hunt for deals.

Generative AI is influencing consumers before they visit a store or open an app. A new global study from the IBM Institute for Business Value and the National Retail Federation reports that many shoppers now use AI at the start of their buying journeys. The research included a Q3 2025 consumer survey of more than 18,000 respondents across 23 countries and an executive survey of 200 retail leaders. The shift is prompting brands and retailers to rethink how and where they engage customers. Key findings: - 72% of surveyed consumers still shop in stores, while 45% turn to AI for help during their buying journeys. - Respondents said they use AI to research products (41%), interpret reviews (33%), and hunt for deals (31%). - 35% of consumers still value visually appealing stores with no wait times, and about one in three seek super apps that combine commerce with other services. - 30% of consumers expressed interest in smart homes with AI personal shoppers and autonomous delivery, and 29% look for effortless purchasing through social platforms. - Industry leaders quoted in the report emphasized that AI depends on the right data and testing to validate solutions and deliver value. Summary: The report indicates AI is shifting influence earlier in the shopping journey and changing where brands and retailers compete. Executives in the study say businesses need to ready data and test AI-driven solutions so recommendations can guide and validate customer choices. The shift is presented as a strategic priority for retail operating models.