Retailers have spent years experimenting with artificial intelligence (AI), but consumers are now signaling that the technology has become an expected part of the shopping journey. New retail research suggests that shoppers are increasingly comfortable with AI-powered tools that make retail experiences faster, more personalized, and convenient—provided retailers remain transparent about how the technology is used.

At the same time, economic pressures, rapid technological innovation, and rising concerns about privacy and data security are reshaping consumer expectations across retail channels. The result is a delicate balancing act: consumers want the benefits of AI-driven shopping experiences but remain cautious about how their personal data is collected and used.

A recent report from SOTI, a global Enterprise Mobile Management (EMM) solution provider, highlights how quickly these expectations are evolving. The company’s industry report, Retail Tech Assessment: Opportunities for Enhanced Consumer Experiences , surveyed 13,000 consumers across 11 countries and found that consumers are increasingly open to AI tools that enhance retail interactions.

AI as a Way to Improve Shopping

During the 2025 holiday shopping season, many consumers reported positive experiences with AI-enabled retail tools, citing improvements in convenience, speed, and personalization. As retailers continue to invest in AI, shoppers expect these capabilities to be standard features of modern commerce.

According to the report, 58% of U.S. consumers say retailers should use AI to improve product recommendations in-store. Meanwhile, 61% say they would like the ability to search for products in-store using images rather than text.

AI-powered visual search is becoming one of the most appealing ways for consumers to discover products, especially as retailers manage increasingly complex digital catalogs.

Consumers are also becoming more comfortable with AI-driven personalization. The study found that 60% of U.S. shoppers say it does not bother them if retailers use AI, as long as it results in a more personalized shopping experience. Additionally, 54% believe retailers should use AI to deliver tailored marketing and offers.

AI Agents Will Become Part of Everyday Shopping

As AI agents evolve from experimental tools into mainstream shopping assistants, consumers will increasingly rely on them to perform everyday retail tasks.

Shoppers may soon use AI to check inventory availability, compare prices across retailers, and even complete purchases automatically. AI-powered digital assistants could function as personal shopping companions, helping consumers evaluate options and make faster purchasing decisions.

The evolution of conversational AI is already reshaping how retailers interact with both consumers and employees.

“We’re seeing a dramatic shift in user experience expectations from touchscreens and mobile apps to conversational AI experiences,” said Matt Dermody, Senior Director at Manhattan Associates. “In response, we’re equipping store associates with conversational access to inventory data and SOPs and extending digital self-service so end consumers can use conversational AI to manage their post-purchase journey.”

Dermody noted that tasks such as tracking an order, making a change, or canceling a purchase are now as simple as asking a virtual assistant, “Where’s my order?”

This movement toward conversational commerce reflects a broader shift in digital behavior. Consumers increasingly expect retail platforms to deliver the same convenience and responsiveness they experience with everyday voice assistants and chat interfaces.

Despite growing openness to AI-powered experiences, consumers remain cautious about how retailers use the technology behind the scenes.

New research from my company, Prosper Insights & Analytics , reveals that the majority of consumers are worried about their privacy being violated by AI using their data, with 29% of Gen-Z, 31% of Millennials, 32% Gen-X, and 38% of Baby Boomers expressing feeling “extremely concerned” about it.

While consumers welcome AI-driven recommendations and convenience features, many are uncomfortable with retailers using AI to track or analyze their behavior too closely.

In fact, 54% of U.S. consumers say they would stop shopping with a retailer if they believed the company was using AI to monitor their purchases, according to The New Rules of Retail Trust in the Age of AI study. This finding highlights the importance of transparency and trust when deploying advanced technologies in retail environments.

Retailers that fail to clearly communicate how AI is used—and how consumer data is protected—risk undermining the very relationships they hope to strengthen.

At the same time, consumers recognize that AI can help improve operational efficiency and sustainability. The study from Symphony AI and Retail Economics found that 60% of U.S. respondents support retailers using technologies such as AI to improve efficiency and reduce their carbon footprint.

The Growing Role of AI in Retail Operations

For retailers, the rise of AI-driven shopping experiences presents both opportunity and complexity.

According to Carl Rodrigues, President and CEO of SOTI, retailers that embrace AI strategically will be better positioned to meet evolving consumer expectations.

“Consumers are increasingly open to AI in retail when it delivers clear benefits like convenience, personalization, and faster service,” Rodrigues said. “Retailers that combine AI with mobile-driven strategies can empower frontline employees, improve operational efficiency, and deliver seamless experiences across every channel.”

This integration of AI and mobility is becoming essential as retailers manage increasingly complex store environments, digital storefronts, and fulfillment networks.

Preparing for the Next Wave of AI Innovation

Rodrigues outlined four ways retailers can prepare for the next wave of AI innovation this year.

First, retailers should invest in mobile-driven operations. Mobile devices increasingly connect store associates, inventory systems, and customer-facing technologies. Equipping employees with AI-powered mobile tools can provide real-time access to product knowledge, inventory data, and operational workflows.

Second, companies should focus on meaningful personalization. Consumers are receptive to personalization when it clearly improves their experience. AI should be used to deliver relevant recommendations, tailored promotions, and simplified product discovery—not excessive targeting.

Third, AI can improve inventory visibility. Predictive analytics can help retailers anticipate demand spikes, optimize stock levels, and ensure products are available where and when customers need them—particularly during peak shopping periods.

Fourth, retailers must prioritize transparency and data security. Clear communication about how AI technologies are used and how consumer data is protected is essential for maintaining trust.

Finally, retailers should prepare for conversational commerce. Voice and chat interfaces can simplify tasks such as product discovery, order tracking, and customer support, making retail interactions more intuitive and efficient.

A Turning Point for AI in Retail

Consumers are ready for AI-powered retail—so long as the technology delivers meaningful benefits and respects their privacy.

By combining AI innovation with mobile-driven strategies and transparent data practices, retailers can create shopping experiences that are faster, smarter, and more responsive to consumer needs, ultimately earning—and keeping—the loyalty of the modern shopper.

Disclosure: The consumer sentiment study referenced above was conducted by my company, Prosper Insights & Analytics . This is the same dataset used by the National Retail Federation, and available from Amazon Web Services, Bloomberg, and the London Stock Exchange Group for economic benchmarking.