What: The explosive growth of AI-driven shopping via chatbots is outpacing retailers’ ability to adapt, creating both risks and opportunities in the retail sector.

Why it is important: This shift is significant because it mirrors recent findings that AI adoption in retail is accelerating, with brands needing to quickly adapt their strategies to remain competitive.

AI chatbots such as ChatGPT are poised to reshape the retail industry, with adoption rates and consumer engagement growing at an unprecedented pace. While only a small percentage of current ChatGPT queries are shopping-related, the rapid increase in usage—especially among younger consumers—signals a coming transformation in how people research and purchase products online. Despite this momentum, most retailers and brands remain unprepared, focusing more on internal AI applications than on how to attract consumers through these new channels. The evolving landscape demands that brands and retailers experiment with new strategies to ensure their products are discoverable and relevant in AI-driven environments. As chatbots become more capable and integrated into the shopping journey, the gap between consumer behavior and retailer readiness presents both significant risks and opportunities. Those who adapt quickly stand to benefit, while those who rely on traditional digital marketing playbooks risk being left behind.

IADS Notes: OpenAI’s plans to integrate checkout functionality within ChatGPT, as reported by Modern Retail in August–September 2025, mark a pivotal shift from research to direct transactions, compelling brands to rethink their strategies for visibility and engagement. Gen Z’s embrace of ChatGPT for shopping advice, highlighted by Vogue Business in May 2025, is reshaping retail dynamics, with 72% of consumers now expecting AI-enhanced experiences. Forbes in March 2025 documented that 38% of global shoppers are actively using AI for purchase decisions, while February 2025 coverage in Forbes detailed the rise of autonomous AI shopping agents and their impact on retail media strategies. BoF’s January 2025 report emphasised the need for brands to recalibrate their digital presence as AI agents become central to the shopping experience.

ChatGPT and AI chatbots will reshape shopping: almost no one is ready