AI Is Changing How Shoppers Find Products – with Signs Pointing to Brands Creating AI-First Marketing Strategies

Why It Matters

AI‑driven discovery is becoming a primary touchpoint, forcing brands to optimize for algorithmic visibility and trust to capture emerging shopper pathways.

Key Takeaways

• 47% use AI for product comparison
• 39% use AI to discover new items
• Only 8% complete purchases via AI
• 56% desire recommendations beyond exact matches
• 96% combine AI with other shopping channels

Pulse Analysis

AI’s influence on product discovery is moving beyond novelty to a core component of the shopper journey. The Criteo report highlights that nearly half of consumers now turn to AI assistants for comparison shopping, while a substantial share seeks new products through the same tools. This shift reduces reliance on traditional search alone and creates a hybrid funnel where AI surfaces options before shoppers transition to marketplaces, search engines, or retailer sites. Brands that embed robust recommendation engines into their digital assets can capture this early‑stage attention, turning algorithmic suggestions into a competitive advantage.

Trust and privacy are the twin pillars shaping AI adoption. Over half of respondents insist on safeguards against fake or biased content, and a similar proportion condition data sharing on perceived benefit. Concerns around identity, location, and payment information remain high, prompting regulators and platforms to tighten consent frameworks. For marketers, this translates into a need for transparent data practices and explainable AI models that reassure shoppers while delivering personalized experiences. Brands that can demonstrate ethical AI use are likely to earn the loyalty required for deeper engagement.

Looking ahead, the concept of AI‑first marketing will redefine how brands communicate. As Andy Stephen notes, success will hinge on being understood not just by consumers but by the AI agents that mediate their choices. Companies must therefore optimize product metadata, bundle logic, and brand narratives for machine interpretation. Investing in AI‑ready content, real‑time feedback loops, and cross‑channel consistency will enable brands to appear as the preferred answer in AI‑driven recommendations, turning the emerging “agent‑centric” landscape into a growth engine.