Shopping habits are evolving faster than most retailers can keep up with. Consumers are seeking smarter ways to shop, frustrated by the purchase journey, whether it’s sifting through an overwhelming number of near-identical options, to issues such as late deliveries and incorrect orders. As a result, many are turning to new tools such as artificial intelligence (AI) to handle tasks such as comparing options or completing purchases. This in turn is creating faster, more seamless shopping experiences.
AI is no longer just a support tool or chatbot but is becoming an active force in the shopping process. Cognizant’s research suggests that by 2030, AI agents could influence more than half of all consumer purchases, driving £690 billion in the UK alone. These agentic tools go beyond voice assistants. They can search for products, compare features, and even complete transactions. In many cases, AI is effectively stepping into the shoes of the customer. For businesses, the message is clear: if AI can’t find you, your customers won’t either.
The age of autonomous shopping
Tools like Amazon’s Buy for Me and Google’s Shop with AI are early signs of this new way of shopping. These platforms give users the option to hand over elements of the shopping process to AI, a move that promises to ease the burden of decision making and bring new levels of speed and simplicity. As more consumers embrace this approach, retailers will need to rethink how and to who they market.
If the first point of contact is no longer a person but an AI agent, then traditional tactics like branding, visual merchandising or website design will have reduced impact. Instead, the focus will move to how easily machines can find and understand product information. Retailers will need to ensure that data, from specifications and availability to pricing and reviews, is accurate, structured and optimised for AI discovery. Products will no longer be browsed by humans but scanned and filtered by autonomous systems making selections on someone else’s behalf.
The convenience-first generation
This trend is particularly strong among younger and higher-income consumers. People under 35 are far more likely to use AI throughout the buying process, particularly for everyday items like groceries, toiletries and clothes. For this group, convenience matters. Many are comfortable letting technology take over simple tasks, and when it comes to low cost, low risk products, they’re happy for AI to handle the entire purchase.
Retailers in these fast-moving categories are well placed to respond. By offering smart reordering, personalised subscriptions and smooth checkout experiences, they can build loyalty through hassle-free service. The opportunity isn’t just to drive more sales but to become part of the daily habits of tech-savvy customers who expect brands to keep up with their lifestyles.
The limits of AI in complex buying decisions
However, Cognizant’s research paints a different picture when it comes to bigger, more complex purchases, such as appliances, electronics or luxury goods. In these categories, consumers are less likely to trust AI to make decisions on their behalf, and more likely to want human input, reassurance and control. This is especially true for older shoppers, who show a strong preference for managing these transactions themselves.
This contrast calls for a more considered approach. In areas where trust, personalisation and emotional value are key, AI shouldn’t replace people but support them. Conversational tools can still help by explaining product details, suggesting alternatives or booking appointments with human advisors. Here, the goal is to enhance the experience, not to automate it entirely.
Supporting customers post-purchase
The post-purchase experience is another area where AI can make a real difference. Despite growing capabilities, many consumers are still reluctant to use AI for things like managing returns, tracking deliveries or accessing support. Yet these are exactly the areas where automation could bring speed and clarity to a part of the journey that often feels frustrating.
Retailers should focus on demonstrating the value of AI in these interactions, particularly by using conversational tools that feel more intuitive and less transactional. Even for luxury goods, where the emphasis on bespoke service and curated experiences means consumers are far less inclined to value AI, it can support post-purchase engagement in subtle ways, such as scheduling services, providing updates or handling care requests, without taking away from the brand’s personal touch.
Retail’s five-year window to adapt
AI is becoming an active decision-maker across the buying journey. From discovering products to completing low-risk purchases, intelligent agents are increasingly acting on users’ behalf. This shift signals the rise of an agentic internet, where algorithms play a central role and redefine how brands gain visibility, loyalty and influence.
Retailers have a narrowing window of under five years to adapt. Success will depend on investing in clean, structured product data, aligning front and back-end systems, integrating automation where it adds value, and maintaining human touch where trust is critical.
The very definition of the ‘customer’ is expanding. Decisions will be made by algorithms as much as by humans. Brands that thrive will be those that serve both, designing experiences to satisfy humans whilst empowering the AI agents guiding their choices.
Philip Matthews
Philip Matthews is VP of Retail & Consumer Goods at Cognizant. A senior leader with a track record of delivering innovative business worth up to £1bn, he has successfully opened new markets and driven impact across Financial Services, Public Sector, Telecoms, Energy & Utilities, and Retail.
