AI isn’t just changing commerce — it’s driving the next wave of growth. As digital shopping is redefined by intelligent assistance, consumers are fundamentally changing how they research, compare, and buy. Nearly 40% of U.S. shoppers now use AI when shopping, and this holiday season alone, AI is expected to influence more than $260 billion in global e-commerce.
To understand this transformation, IAB partnered with Talk Shoppe to release a first-of-its-kind study — When AI Guides the Shopping Journey: Opportunities for Marketers in the Age of AI Driven Commerce. Through 450+ digital ethnographies and a survey of 600 U.S. consumers, the research explores how shoppers use AI alongside other online services and where brands fit into the new path to purchase.
