Why Shopper Interest in AI Shopping Assistants and Chatbots Is Growing — and How Brands Can Deliver Value

Artificial intelligence (AI) has made its mark in almost every industry — and ecommerce is no exception.

Personalized AI shopping assistants and smart chatbots are changing how we shop by making the experience faster, smarter, and tailored just for us.

Virtual reality (VR) and augmented reality (AR) are adding a fresh layer of intrigue by letting shoppers try on products or see how they’ll look in their homes before they buy, and voice shopping is becoming a staple in internet-connected homes.

According to Salsify’s upcoming “2025 Consumer Research” report, 17% of shoppers have made a purchase using AI tools, but 28% see them as a valuable resource. That gap shows the potential for growth as these tools become more accessible and more shoppers learn just how helpful they can be.

Here’s insightful data from Salsify’s 2025 consumer report that highlights how AI shopping assistants are changing the shopping game and what that means for ecommerce brands.

Why AI Shopping Assistants Are Making Waves With Certain Demographics 

Certain shoppers gravitate toward AI tools for three main reasons: convenience, personalization, and interactivity. AI shopping assistants and chatbots make it easy to find what you’re looking for without having to contend with endless menus or filters.

It’s not all about speed, though. These tools adapt to you. They remember your preferences, suggest items that actually match your taste, and even answer your specific questions, creating a tailored experience that almost feels like you’re talking to a knowledgeable store associate.

Salsify’s “2025 Consumer Research” reports that men (44%) and millennials (22%) show the most interest in AI shopping assistants.

Without making any wild assumptions, this could be because men prefer a more efficient shopping experience. They want to get it over and done with as quickly as possible.

Millennials are an easier assumption to make. They grew up with smart and interactive tech, so they’ve come to expect that level of engagement everywhere, especially when shopping.

How AI-Powered Recommendations Provide Personalized Shopping Experiences

Shoppers may easily get decision fatigue if they have to scroll through pages of options or sift through thousands of search results to find the right product. 

This is where AI-powered recommendations can turn a draining experience into one that’s fast and enjoyable by drilling down into what the shopper wants and serving recommendations based only on that input. 

Plus, they learn on the fly. 

They pick up on shopper preferences, past purchases, and even how people interact with products. This means they don’t just show what’s popular. They surface items that match each shopper’s taste, budget, and needs. 

For example, if someone’s shopping for running shoes, an AI tool won’t just recommend the best sellers. It’ll suggest shoes in the right size, with the features the shopper cares about, and from brands they love. 

The beauty of these recommendations is how much time they save. 

Instead of spending hours comparing products, shoppers get a curated list of relevant options in seconds. Think of AI shopping assistants as the digital version of a traditional store assistant — someone who can engage the shopper, find out their wants and needs, and bring them items they’ll actually like. 

Beyond speed and convenience, personalized recommendations also create confidence. When shoppers see products that match what they’re looking for, they’re more likely to feel good about their choice, and, ergo, are more likely to buy without a second thought. 

The Immersive Value of VR, AR, and Voice Shopping

Shopping online is often a guessing game. 

Will that couch actually fit in the living room?

Does that lipstick match your skin tone? 

Tools like virtual try-ons and AR placement previews take the guesswork out of shopping, giving shoppers the chance to see products in their spaces or on themselves before they buy. 

It’s no surprise that 17% of shoppers have purchased a product after using these tools in 2025, up from just 9% in 2024, per Salsify consumer research.

Part of this growth can be attributed to novelty — who doesn’t want to see what that box dye does to their hair before they buy? But it’s also about trust. 

Seeing how a product fits into their lives makes shoppers more confident in their purchases. They’re particularly useful for big-ticket or style-dependent items where getting it wrong can be a major hassle. 

IKEA cashed in on this with its IKEA Place app. Shoppers can scan their phones around the space they want to envisage and then see what furniture works well. According to Appify Commerce, the app has reduced returns by 20% and increased online sales by 35% since its launch in 2017. 

Voice shopping is also growing fast, with 18% of shoppers now making purchases through tools like Amazon Alexa or Google Assistant — a jump from 14% in 2024, according to Salsify research.

Convenience is essential again here.

 If a shopper’s hands are full or they’re multitasking, they can simply ask their voice assistant to reorder groceries, find the best deals, or check product availability. 

How To Develop a Shopper-Centric AI Approach

The goal of using AI in ecommerce isn’t to show off shiny new tech, it’s to solve real problems for your shoppers. People are more likely to embrace AI tools when they make life easier, save time, or improve their overall shopping experience. 

Here’s how you can build an AI approach that truly puts your shoppers first. 

1. Identify Shopper Pain Points

Start by understanding your audience’s biggest frustrations. 

Are they overwhelmed by too many choices? Struggling to find the right size or fit? Losing time searching for what they need? 

Use surveys, customer feedback, and shopping data to pinpoint what these issues are and the critical moments where AI could make a difference. 

2. Personalize, Don’t Generalize 

AI works best when it feels personal. Use shopper data to tailor recommendations, customize offers, and remember shopper preferences. 

For example, offer a “You Might Also Like” section based on past purchases or browsing history, or create dynamic category pages that match the sizes and tastes of each shopper. 

3. Make Shopping More Interactive

Shopping online isn’t as immersive as shopping in-person, but that doesn’t mean it has to feel cold and detached. Use tools like virtual try-ons or AR previews so shoppers can see how a product fits into their lives.

This is particularly useful if your products are experiential (like furniture, clothing, or makeup). VR and AR technology can help reduce hesitation and build confidence for shoppers browsing products they would normally try before they buy. 

4. Simplify Decision-Making

Decision fatigue is real, especially if you have a large product catalog.

Offer AI-powered search tools or chatbots that instantly guide shoppers to the right products. For example, you can create a guided shopping feature where a chatbot asks a few questions and then suggests tailored options based on a shopper’s answers. 

5. Make It As Convenient As Possible 

Always consider how you can make the entire shopping experience more convenient. 

Ultimately, this is what shoppers want. You might enable voice shopping for reorders or quick purchases or use predictive tools to remind customers when it’s time to repurchase items they buy regularly. 

6. Test, Learn, and Iterate

AI technology is expanding and getting more advanced by the day. It’s tempting to go all in and pack your site full of VR, AR, voice shopping, chatbots, and everything in between. But it’s best to start small with one or two AI features. Then, gather data to see how shoppers respond. 

Run some A/B tests to understand what’s actually adding value (or what shoppers are using the most) and tweak things based on the feedback. 

7. Focus on Accessibility

Make sure your AI tools are intuitive and easy to use for all shoppers, including those who aren’t particularly tech-savvy. Add clear instructions and fallback options, like live customer support in case someone gets stuck. 

Use AI Shopping Assistant Tools To Deliver Genuine Value 

AI is reshaping the ecommerce experience, but its success hinges on one thing: delivering genuine value to shoppers. Whether you’re using personalized recommendations, virtual try-ons, or voice shopping, the tools should solve real problems and make shopping easier, faster, and more enjoyable. 

When you focus on your audience’s needs, test new ideas thoughtfully, and refine them as you go, you can create AI-driven experiences that impress and build trust. As these tools become more accessible and widely adopted, brands that prioritize shopper-centric AI journeys will be the ones that stand out.