The rise of AI shopping assistants

According to the Deloitte study, more and more consumers are using AI tools to gain an initial overview of products, compare alternatives, and receive recommendations. Consumers looking to buy a new smartphone, sofa, or kitchen appliance no longer automatically begin their research with traditional search engines.

The appeal is obvious: rather than browsing countless websites, users receive summarized information, product suggestions, and alternative options within seconds. AI is increasingly becoming a new intermediary between consumers and retailers.

The study findings show that the customer journey is already changing. While search engines and comparison websites have long been the primary entry points into the purchasing process, digital assistants are increasingly becoming an additional source of information. Product discovery is becoming more conversational and less dependent on individual websites.

For retailers, this changes the direct relationship with customers. As product recommendations increasingly come from AI assistants, traditional touchpoints such as search engines, retailer websites, and comparison platforms are becoming less influential. Digital visibility and high-quality product information are therefore becoming increasingly important. At the same time, retailers face the challenge of defining how they can continue to differentiate themselves in this evolving customer journey.

As much as AI is influencing product selection, another trend is becoming equally apparent: the actual purchase still frequently takes place through established channels.

Many consumers use AI primarily for research and guidance but switch to familiar platforms or online stores when it comes time to complete a purchase. Platforms such as Amazon continue to benefit from strong brand recognition, existing customer accounts, and seamless checkout processes.

The study reveals a clear division of roles: AI supports decision-making but does not yet automatically handle the transaction itself. As a result, the customer journey is becoming more fragmented, with inspiration, consultation, and purchasing increasingly taking place across different channels.

The Deloitte study also shows that consumers currently place greater importance on transparency, understandable recommendations, and the protection of personal data than on highly personalized product recommendations. Concerns about manipulation also play a significant role. Rather than seeking maximum personalization, many consumers first want trust and control.

This demonstrates that the acceptance of AI in retail depends on more than technological capabilities alone. Recommendations must also be easy to understand, and the use of customer data must remain transparent.

The Deloitte study shows that AI assistants have become much more than an additional research tool. They already influence how consumers discover, compare, and evaluate products. Particularly for complex purchasing decisions, AI assistants are increasingly becoming part of the information and decision-making process, helping consumers quickly clarify technical details, product specifications, and product compatibility.

For retailers, this creates a new starting point. The direct relationship with customers is increasingly beginning outside their own channels, as product searches, information gathering, and initial recommendations are mediated by AI systems. As a result, digital visibility, trustworthy product information, and clear differentiation are becoming more important. The key question is therefore how retailers can redefine their role within this evolving customer journey.

Source: Deloitte: "Digital Agents: KI übernimmt das Kommando – Wer beeinflusst morgen die Kaufentscheidung?"