How AI influences purchasing behavior and 4 other major retail trends

Artificial intelligence (GenAI), sustainability, and purchasing power are the three dominant drivers that determine what, where, and how people buy. This is evident from the latest research by Capgemini. The study outlines a consumer who switches more quickly between brands and channels, embraces technology, but at the same time remains critical of price and sustainability.

1. GenAI replaces search engines

A quarter of consumers have already used GenAI when shopping, and among Generation Z, this figure is almost half. Nearly 60% say they have replaced traditional search engines with AI tools such as ChatGPT when searching for products. “I believe GenAI will transform the supermarket sector broadly and profoundly,” said Yael Cosset, CIO of Kroger. Yet satisfaction is declining: only 32% of users say they are completely satisfied with AI-driven shopping experiences, down from 41% last year.