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EMARKETER

Navigating the AI-Powered Path to Purchase

From Generative Search to Autonomous Agents, AI Is Reshaping Shopping

Report by Carina Perkins  |  May 19, 2025
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Table of Contents
Executive Summary
AI-enhanced commerce is here—with more autonomy on the horizon
GenAI is rewriting the shopper journey, but not without friction
AI agents are arriving, but will consumers (and retailers) buy in?
Implications for retailers and brands
Sources
Media Gallery
About This Report
Retailers and brands are racing to deploy AI across the shopping journey, but trust, quality, and execution will define who wins.
Topics
Artificial Intelligence (AI)
Ecommerce Sales
Ecommerce Tactics
United States
Table of Contents
Executive Summary
AI-enhanced commerce is here—with more autonomy on the horizon
GenAI is rewriting the shopper journey, but not without friction
AI agents are arriving, but will consumers (and retailers) buy in?
Implications for retailers and brands
Sources
Media Gallery

As AI technology continues to evolve, retailers and brands are rushing to deploy it across the shopper journey. However, while AI has the potential to enhance every stage of the path to purchase, consumers remain cautious. To be successful in the era of AI commerce, brands and retailers need to look beyond the hype and deliver meaningful experiences that balance personalization and automation with authenticity and security.

Key Question: How should retailers and brands adapt their commerce strategy to tap into AI’s potential?

Nearly a Quarter of Consumers Have Used GenAI When Shopping, and 35% Will Use It in the Future
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Key Stat: AI is already having an impact on the path to purchase: 24% of shoppers have used genAI, per Capgemini.

This report can help you:

  • Develop commerce strategy (retailers and brands)
  • Allocate budget for campaigns (retailers and brands, agencies)
  • Showcase opportunities to customers (solution providers)

Here’s what’s in the full report

2files

Exportable files for easy reading, analysis and sharing.

12charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. AI-enhanced commerce is here—with more autonomy on the horizon
  3. GenAI is rewriting the shopper journey, but not without friction
  1. AI agents are arriving, but will consumers (and retailers) buy in?
  2. Implications for retailers and brands
  3. Sources
  1. Media Gallery

Charts in This Report

Nearly a Quarter of Consumers Have Used GenAI When Shopping, and 35% Will Use It in the FutureHow GenAI Influences the Path to Purchase
There Is a Gap Between What Consumers Want and What Brands Are Delivering EffectivelyNearly Two-Thirds of US Adults Feel Uneasy About AI-Generated Ads (% of US adults, Sep 2024)
What Makes Gen Z and Millennials Pay More Attention to an AI-Generated Ad? (% of US Gen Z vs. millennial consumers, Oct 2024)Most Consumers Trust GenAI As Much As, Or More Than, Paid and Organic Search Results
Shoppers Turn to GenAI for Research, Deals, and Inspiration, (% of US consumers who use genAI for shopping, by shopping task, Feb 2025)Product Recommendations Top the List of AI Shopping Features Noticed by Online Consumers (% of US adults who have shopped online in the past year, Feb 2025)
Consumers Are Split on Whether They Prefer AI Assistants to Traditional Self-Serve SupportOver Half of Gen Zers and Millennials Would Be More Likely to Join Loyalty Programs That Use AI
Agentic AI Has the Potential to Dramatically Change the Shopper JourneyConsumers Are Most Interested in Using AI Agents in the Post-Purchase Phase

authors

Carina Perkins

Contributors

Jacob Bourne
Analyst
Suzy Davidkhanian
VP, Content
Nikolai Dineros
Donte Gibson
Senior Charts Editor
Wendy Malloy
Director, Reports Editor
Amy Rotondo
Director, US Research
Matt Torpey
Senior Chart Editor
Emman Velasco
Chart Editor
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