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Summary of "Shopping in the Age of AI"

Core Content

This report explores the transformation of the retail and commercial real estate industries in the context of AI-driven shopping behaviors. It highlights how the role of physical stores is evolving as consumers increasingly rely on AI for purchase decisions, and how retailers and landlords must adapt to these changes to remain relevant.

Main Views

• AI is reshaping the shopping journey: The rise of agentic AI, which can act on behalf of consumers to search, compare, recommend, and complete purchases, is changing how people engage with retail. This shift is expected to lead to a significant portion of the US B2C retail market being influenced by AI by 2030, potentially generating up to $1 trillion in revenue.

• Convenience and discovery are the two main purposes of store visits: Consumers are now applying a new "shopping trip calculus" when deciding to visit a store, weighing the time and effort against the value they expect to gain. Convenience-driven shoppers prioritize speed, reliability, and ease, while discovery-oriented shoppers seek curated experiences, inspiration, and social connection.

• Retailers must redefine store roles: To meet changing consumer expectations, retailers need to clearly define the primary mission of each store (e.g., convenience hub, discovery flagship, or fulfillment node) and tailor their design, staffing, and technology to align with that mission.

• Landlords and developers are curators of retail ecosystems: As AI changes the shopping landscape, landlords must act as placemakers, creating environments that blend retail, dining, and experiences to attract and engage shoppers. They must also use data and analytics to understand tenant performance and customer behavior.

• Younger generations are driving new shopping norms: Millennials and Gen Z are more likely to engage in omnichannel shopping, prioritize digital integration, and value experiential retail. Their growing purchasing power is expected to shift the retail landscape significantly in the coming decades.

Key Information

• AI use in shopping:

  • Agentic AI is becoming more common in the early stages of the shopping journey.
  • By 2030, agentic commerce could generate up to $1 trillion in revenue for the US B2C retail market.
  • 68% of consumers used at least one AI-enabled tool in the past three months.

• Consumer preferences:

  • 37% of shoppers choose retailers based on in-stock reliability.
  • 33% prioritize convenient locations.
  • 25% look for a wide range of price points.
  • 40% of Gen Z and millennial shoppers prefer experiential retail, nearly twice the rate of Gen Xers and four times that of baby boomers.

• Store design considerations:

  • Convenience-optimized stores should focus on speed, simplicity, and reliability. Features like self-checkout, mobile pay, and clear inventory visibility are essential.
  • Discovery-led stores should encourage browsing, visual storytelling, and curated experiences. They may also introduce exclusive products and use AI-supported tools to enhance the shopping experience.

• Investment and strategy:

  • Retailers and landlords must make strategic, data-backed decisions to align with consumer missions.
  • Investments in store redesign and AI integration are critical to avoid falling behind in a rapidly evolving market.
  • Only a small percentage of retailers have a board-aligned agentic commerce strategy, indicating a need for more decisive action.

Structural Shifts

1. Rise of agentic AI: AI tools are increasingly involved in purchase decisions, from product recommendations to automated replenishment.
2. Growing expectations for convenience and transparency: Consumers now expect seamless, fast, and reliable shopping experiences across both online and physical channels.
3. Shift in consumer spending power: Younger generations, particularly Gen Z and millennials, are becoming the dominant force in retail, with their preferences influencing store formats and shopping behaviors.

Conclusion

The future of shopping is being redefined by AI, convenience, and the spending power of younger generations. Retailers and landlords must adapt by rethinking store formats, enhancing customer experiences, and integrating technology strategically. Those who fail to align their operations with these shifts risk losing relevance in an increasingly automated and omnichannel retail environment.