[Live Event] Digital Shelf Summit Europe 2026: Beyond the Digital Shelf Into The Agentic Era

The Latest Data on AI Adoption in Commerce, with Jack O’Leary, Director, eCommerce Strategic Insights at NIQ

AI adoption in shopping is growing steadily, though demographic variations in this trend may influence where brands prioritize their investments. Jack O’Leary, Director of eCommerce Strategic Insights at NIQ, joins to discuss the findings from a report that highlights consumer attitudes towards AI in commerce and the brands' perspectives on its impact.

Key Findings

• AI Adoption: Over two-thirds of consumers reported using AI tools at least monthly, with 18% using generative AI daily.
• Consumer Interest: 49% of consumers expressed interest in having AI assist them in their shopping journeys.
• Demographics: Higher income households show greater interest in utilizing generative AI compared to lower income households: 60% vs. 39%.
• Use Cases: While only 8% are interested in AI making purchases for them, research, summarization, and recommendation functionalities are on the rise.

Insights on Consumers and AI

• Consumer Behavior: The shift towards AI's role in shopping is critical as consumers increasingly adopt and integrate these technologies into their buying habits.
• Income Variance: The interest in adopting AI tools varies significantly across different income levels, suggesting brands should tailor their strategies accordingly.
• Generational Trends: Millennials lead in interest, while Baby Boomers show the least interest.

Discussion Points

• Peter Crosby and Lauren Livak Gilbert also address the changing dynamics of consumer interaction with technology and the implications for brands in the retail space.

Challenges and Recommendations for Brands

• Trust and Safety: 41% of brand leaders expressed that trust and safety concerns hinder AI usage.
• Education Gap: 29% identified a lack of talent and education on AI tools across their companies.

Conclusion

The conversation encourages brands to embrace AI, rethink traditional processes, and invest in understanding and meeting consumer needs in the evolving digital landscape. The organization's commitment to AI can significantly reshape how they connect with consumers and drive engagement in commerce.