Behind the Numbers: an EMARKETER Podcast Can GenAI actually change how people shop? | Reimagining Retail
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May 14, 2025 In this engaging discussion, Carina Perkins, a Senior Analyst at EMARKETER specializing in retail, explores how generative AI is transforming the shopping experience. She highlights its role across the shopper journey, from advertising to customer service, and the tension between consumer control and AI reliance. Carina delves into the importance of trust in AI recommendations, the limitations of AI with emotionally-driven purchases, and emphasizes the need for retailers to focus on seamless shopping experiences that resonate with consumers.
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AI's Emerging Role in Shopping
- Generative AI is already influencing shopping but a full takeover is unlikely soon.
- AI is shifting commerce with tech companies eager to own more of the shopping journey.
AI Focus vs Consumer Interest
- AI is heavily integrated from discovery to delivery along the shopper journey.
- Consumers want AI to solve post-purchase pain points more than discovery.
Optimize for Generative AI Search
- Retailers should optimize websites and data for generative AI and search agents.
- Being discoverable in AI shopping tools like ChatGPT is crucial moving forward.