Behind the Numbers: an EMARKETER Podcast
Can GenAI actually change how people shop? | Reimagining Retail
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.
18:03
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Quick takeaways
- Generative AI is reshaping retail by enhancing shopper engagement through improved product discovery and customer service, despite consumer skepticism.
- Retailers must address consumer frustrations like returns and delivery tracking to build trust and loyalty while integrating AI advancements.
Deep dives
The Impact of Generative AI on Shopping Behavior
Generative AI is anticipated to significantly influence shopping behavior by transforming how consumers interact with retail experiences. This technology is currently being integrated into various stages of the shopper journey, enhancing processes such as product discovery, ad campaigns, customer service, and loyalty programs. However, challenges remain as some consumers express skepticism towards AI's involvement, particularly regarding automated purchasing decisions. While tech companies envision a future where AI seamlessly streamlines shopping, it is evident that many consumers still prefer an active role in their buying choices.
