Showing up where shoppers look has always been difficult, and today it’s even more complex. Search doesn’t work the way it once did, and retailers can’t rely solely on keywords, links, or banner clutter to rise in visibility. Discovery now moves across search engines, social feeds, retail media networks, marketplaces, and AI assistants that connect signals together in real time. To really succeed, brands must use structured data, credible content, and a clear identity that shoppers trust and algorithms can elevate. A recent Forbes article reported some of the ways the algorithms can work for retailers.
AI Joins the Shopping Conversation
Generative AI is changing the way consumers shop by making search conversational. Instead of typing brand names or pricing details, shoppers now ask for advice and recommendations in natural language. According to Accenture’s Consumer Pulse Survey of more than 18,000 people across 14 countries, nearly half of consumers made a purchase decision with the support of generative AI. For active users (that is, those who rely on AI tools weekly) it has already become the second most trusted source of recommendations after physical stores.
The survey also shows that AI is moving beyond personalization to act as a trusted advisor. More than one-third of active users consider generative AI “a good friend,” and one in ten call it their most trusted source for purchase decisions. When consumers build that level of trust, every AI interaction becomes a chance to deepen or lose the relationship.
Personalization That Matters
Beauty startup Noli, backed by L’Oréal Groupe, is a strong example of AI-powered personalization. Noli’s mission is to provide every shopper with an intelligent and trusted advisor who can cut through the noise of endless options and conflicting advice. Using diagnostics trained on more than one million skin data points and thousands of product formulations, Noli creates personalized beauty profiles and delivers confident recommendations directly to customers. This shows how AI can turn overwhelming choice into a trusted shopping experience.
LLMs as the New Influencers
Large language models are fast becoming the new influencers. Shoppers already turn to them for recommendations, making it essential for retailers to engage directly in this ecosystem. Success now requires optimizing for Generative Engine Optimization in addition to traditional SEO. AI assistants do not index and rank content like search engines; they synthesize and represent a brand. Retailers must provide structured, up-to-date content that is tagged clearly and monitored closely to ensure accuracy.
The Rise of the AI Personal Shopper
The next evolution is agentic AI, which can act on behalf of consumers and even make purchases autonomously. Accenture found that 75 percent of shoppers are open to using a trusted AI-powered personal shopper. As these agents become decision-makers, banner ads, paid search, and even direct-to-consumer websites may be bypassed entirely. To stay relevant, retailers must supply machine-readable signals that emphasize quality, fit, sustainability, and service guarantees: factors that matter to most of us, beyond price alone.
The Trust Factor
Skepticism is still a hurdle. Forty-one percent of shoppers feel AI content can be inauthentic, and 45 percent say it lacks a human touch (and they’re not wrong!) Building trust requires transparent data use, strong cybersecurity, and governance practices that protect shoppers. Keeping humans in the loop ensures AI reflects brand values and provides the level of service customers expect. Investment in technology, training, and teams is critical to keeping AI-driven experiences personal and authentic.
Act Now or Fall Behind
The choices retailers make today will determine their visibility and relevance in the AI-driven marketplace of tomorrow. Some hesitate, while others are already reshaping the industry with empathetic, responsive, and AI-powered experiences. The winning formula will combine AI efficiency with the human touch of store associates and customer service agents that make brands memorable.
The key question is whether your brand will be one of those that thrives in this new era.
