AI just transformed how I shop. When I needed to find the main water shutoff in my house, I asked ChatGPT—using video. It guided me in real-time, identifying the valve instantly. That moment of instant, intelligent assistance got me thinking: What happens when customers use AI like this for shopping?
I tested it with a running shoe. Holding up a Nike Pegasus 36 Trail, I asked ChatGPT about it. In seconds, it identified the shoe, described its features, and even advised me on better options for cold weather. Just like that, AI became my shopping assistant.
This is the future. Customers will scan products, ask AI for insights, and base their decisions on AI-generated advice. The key question is: Will retailers influence those answers, or will AI rely on scattered third-party sources?
AI shopping isn’t about search—it’s about conversation. Retailers need to shift their approach. Product pages and SEO aren’t enough anymore. AI learns from everything—reviews, forums, and social media. If brands don’t structure their product data for AI-driven conversations, they risk losing control of how their products are represented.
Retailers must adapt by anticipating how real customers ask questions. Instead of exact product names, people use casual language—like “What’s the best waterproof running shoe?” instead of “Nike Pegasus Trail Gore-Tex.” AI reflects internet trends, so retailers need to keep pace with evolving customer conversations.
AI isn’t just a feature—it’s a game changer. To stay ahead, retailers must redefine product data, train AI to provide accurate insights, and integrate AI into their own platforms. Those who act now won’t just keep up—they’ll lead.
itim Group plc (LON:ITIM) is a SaaS-based technology company that enables store-based retailers to optimise their businesses to improve financial performance and effectively compete with online competitors. Itim adds retail value by helping multi-channel retailers optimise their business and their stores to improve financial performance and compete more effectively with the “Amazons”.
