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A new era of shopping with AI/ How brands are selected by algorithms

2026-01-07 07:24:00, Ekonomi CNA

A new era of shopping with AI/ How brands are selected by algorithms

Artificial intelligence is becoming increasingly present in the business world, with more shoppers using the technology to navigate their purchases. But what does this mean for the future of commerce?

The greater spread of artificial intelligence is forcing a number of sectors into a rapid transition, and procurement is no exception.

A quarter of consumers used AI-powered shopping tools in 2025 and a further 31% plan to adopt them in the future.

In practice, shoppers can apply artificial intelligence in a variety of ways, whether they make purchases directly through a chatbot, use algorithms for advice, or allow a virtual assistant to spend money on their behalf.

Last year, for example, OpenAI announced that it would allow US users to buy goods from Etsy, Shopify, and Walmart through ChatGPT.

Other companies, such as Amazon, have been more hesitant, blocking OpenAI browsers and thus limiting access to its product listings. By focusing on its own artificial intelligence ambitions, Amazon hopes to maintain control over the e-commerce advertising market.

According to the report, retailers must adapt to the new era of shopping or risk being left behind.





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