How AI is used in big sales
When it comes to major shopping events like Amazon Prime Day and Walmart Deals, consumers are increasingly relying on artificial intelligence to simplify the buying process. These tools help shoppers navigate the growing complexity of online retail, particularly for tasks such as comparing prices, discovering promotions, and understanding product features. The use of AI is especially pronounced among younger shoppers, with 35% of Generation Z consumers using chatbots or assistants during these sales. This is significantly higher than the 21% average among all shoppers who engaged in such events.
For users of AI tools, the technology is most commonly used for specific tasks. Nearly 40% of them compare prices across retailers, with 36% relying on AI to find deals. About 32% use it to research product details. However, AI plays a much smaller role in more personal decisions. Only 23% of users turn to these tools for gift ideas, and just 19% use them to complete a purchase. The analogy of a wedding photographer removing blurry photos from a collection highlights the role of AI: it handles the tedious but necessary work, but it leaves the final, subjective choices to the consumer.
AI helps, but humans pay
Despite the rise of AI in the shopping process, consumers remain the ultimate decision-makers. They use artificial intelligence to offload repetitive, data-driven tasks while retaining control over more personal choices, such as what style they prefer or whether a product fits their budget. Younger shoppers and those with limited financial resources are the most likely to use AI, as they often see it as a way to maximize every dollar. This trend reflects a broader shift in how consumers approach online shopping, where technology aids the process but doesn't replace the human element.
Even though AI is increasingly shaping how consumers discover products, Amazon and Walmart still capture the majority of transactions. This suggests that retailers who embrace AI — by providing accurate information and supporting it rather than resisting it — are better positioned to win consumer business. Shoppers may begin their journey through AI tools, but the final purchase is still often made through traditional online retailers.
What retailers should do next
To stay competitive, retailers should focus on optimizing key aspects of the shopping experience. This includes ensuring product information is accurate, offering competitive pricing, and clearly communicating the value of their products. As AI tools continue to improve and become more integrated into the buying process, retailers that can meet consumers at any stage — whether during discovery or final purchase — will be better equipped to succeed. By aligning with the evolving expectations of consumers, particularly younger and budget-conscious shoppers, retailers can position themselves for long-term success in the digital marketplace.