IBM has released a new global study analyzing how generative AI is transforming consumer behavior in the retail industry. The study, conducted by the IBM Institute for Business Value in collaboration with the National Retail Federation, surveyed over 18,000 consumers across 23 countries and 200 senior industry executives. Findings reveal that while 72% of consumers still prefer shopping in physical stores, 45% now use AI to assist in their buying decisions. Consumers are leveraging AI to research products (41%), interpret reviews (33%), and find deals (31%), indicating a significant shift in the early stages of the shopping journey. The report highlights the need for brands and retailers to invest in AI capabilities and partnerships, as understanding AI-influenced consumer behavior is becoming a critical competitive advantage in the retail sector.

Disclaimer: This news brief was created by Public Technologies (PUBT) using generative artificial intelligence. While PUBT strives to provide accurate and timely information, this AI-generated content is for informational purposes only and should not be interpreted as financial, investment, or legal advice. IBM - International Business Machines Corporation published the original content used to generate this news brief via PR Newswire (Ref. ID: NY58037) on January 07, 2026, and is solely responsible for the information contained therein.