AI is no longer an emerging feature in commerce. It is now embedded in how consumers move through the shopping funnel. But its impact is being widely misunderstood. Rather than replacing human judgment, AI has become a decision support layer, helping shoppers compare prices, surface deals, and reduce complexity in an environment defined by inflation, oversupply, and economic pressure.
Adoption has accelerated rapidly. AI usage for shopping assistance has more than doubled, climbing from 13% in May to over 25% this season. Trust has followed, but selectively. Fifty two percent of consumers report some level of trust in AI to help find deals or gift ideas, signaling meaningful engagement without full delegation.
As RetailMeNot’s retail insights expert Stephanie Carls explains, “AI isn’t pushing people to spend more. It’s changing how they decide. Shoppers use it to compare products, understand differences, and confirm choices they were already leaning toward.”
The takeaway for retailers is clear. AI is influencing consideration earlier in the funnel, but it is not closing the sale on its own.
AI Accelerates Research, Not Decisions
Consumers are using AI to compress what was once a fragmented, time intensive research process. Price comparisons, feature analysis, deal discovery, and product differentiation now happen inside a single interface. That efficiency has changed the pace of shopping, not the endpoint. Even as usage rises, shoppers continue to validate AI assisted recommendations through reviews, social content, and peer input. AI shortens the path to clarity, but confidence remains the conversion trigger.
Trust Is Rising, But It Is Not Uniform
AI trust is stratified by generation, and the differences are commercially meaningful.
Millennials currently represent the most confident cohort. Thirty six percent say they fully trust AI recommendations without conducting additional research, particularly when managing budgets, verifying prices, or identifying savings opportunities.
Gen Z, by contrast, remains more cautious. While 36% say AI is a strong starting point for discovery and gift ideation, they are significantly more likely to double check recommendations across social platforms, reviews, and community feedback before purchasing.
AI Has Raised the Bar for Brand Credibility
By aggregating pricing, reviews, policies, and product claims across sources, AI exposes inconsistencies instantly. When messaging is aligned, confidence builds. When it is not, hesitation follows, often before a shopper ever reaches checkout.
As RetailMeNot expert Stephanie Carls shares, “AI can surface a product, but it can’t protect a brand from inconsistency. When pricing, reviews, and messaging don’t line up, AI makes that visible very quickly.”
This dynamic has reset the standard for brand credibility. Trust can no longer be engineered through optimization or storytelling alone. It must be consistently earned across every retail touchpoint. In essence, AI is auditing the trustworthiness of a brand.
Value Has Been Redefined
Lowest price still matters, but it is no longer sufficient. Shoppers increasingly factor in time efficiency, effort reduction, deal validation, and confidence in the purchase itself. AI helps explain trade offs, justify upgrades, and confirm whether timing makes sense.
In practice, value now lives at the intersection of savings and certainty. Products that deliver clarity outperform those that simply undercut on price.
Discoverability Now Depends on Fundamentals
As AI becomes a primary interface for shopping discovery, visibility is no longer driven solely by traditional search mechanics. Products with clear descriptions, accurate specifications, consistent pricing, and authentic reviews are more likely to surface in AI driven recommendations. For brands and retailers, operational discipline now directly impacts discoverability. Clear product information is no longer table stakes, rather, it is competitive infrastructure.
Smart Shopping Is Becoming the Default
In a constrained economic environment, AI powered tools and savings platforms like RetailMeNot are no longer optional add ons. They are embedded in the decision process. Consumers are using technology to stretch budgets, validate timing, avoid overspending, and ultimately to feel confident about where and when they buy. Discounts, cash back, and verification tools have moved upstream, influencing decisions well before products ever hit the cart.
The brands that win will be those that understand AI as a visibility and validation layer, not a persuasion engine. In a retail environment defined by caution, comparison, and choice overload, clarity, consistency, and credibility are what convert attention into action.
