The global retail environment is undergoing an extraordinary transformation, defined by a decisive shift from purely transactional interactions to experiences grounded in intelligence, empathy, and authenticity. By the year 2026, the concept of consumer value will no longer hinge solely on the traditional metric of “value for money.” Instead, it will encompass what might be termed “value through intelligence”—a philosophy emphasizing smarter, contextualized, and more emotionally resonant interactions between brands and buyers. Modern shoppers now gravitate toward companies that skillfully integrate artificial intelligence (AI) into their operations, using it not merely as a backend convenience but as a transparent, trustworthy, and highly adaptive companion throughout the purchasing journey. At the same time, even as automation advances, consumers continue to crave genuine human involvement at critical junctures—a reminder that empathy, intuition, and understanding remain irreplaceable components of great service.
Capgemini’s comprehensive analysis of consumer behavior toward 2026 underscores this duality. It reveals a marketplace in which AI-related tools redefine how individuals research products, evaluate options, and make informed buying choices. Whereas 73% of consumers already rely on AI chatbots to locate goods or services, nearly the same proportion—71%—harbor concerns about how generative AI systems collect and utilize their data. This tension illustrates a central paradox of our era: while shoppers increasingly embrace automation for efficiency, they simultaneously demand visibility, accountability, and reassurance. Moreover, only 57% report satisfaction with their chatbot interactions, indicating that convenience alone does not guarantee quality engagement. People now expect AI to anticipate their needs, respect their privacy, and offer nuanced support equivalent to that of a well-trained human assistant.
The evolution toward AI-driven commerce brings three defining trends to the forefront. First, autonomous digital agents are assuming a more active role in daily purchasing decisions. These sophisticated virtual assistants can analyze calendar events, preferences, and contextual information to make proactive suggestions—such as recommending attire for a forthcoming business meeting. Second, predictive systems are strengthening consumer confidence by lowering the psychological barriers to experimenting with unfamiliar products. Because AI can synthesize vast amounts of behavioral data, buyers trust its curated recommendations, perceiving a lower risk of dissatisfaction. Third, brands are now optimizing their digital assets for algorithmic visibility, ensuring that AI systems can easily interpret their content. This new discipline, sometimes called “generative engine optimization,” has become essential, as AI agents increasingly act as intermediaries between brands and customers.
Equally significant is the ongoing transformation in customer experience design. The standard has shifted from reactive service—responding to customer queries—to anticipatory service, in which intelligent systems predict needs even before they are articulated. For instance, an AI-integrated fitness application may recognize that a runner’s shoes have logged 500 miles and promptly recommend replacements. Such foresight not only enhances satisfaction but also reduces cognitive fatigue, helping 65% of shoppers report lower stress levels when interacting with AI-enabled shopping platforms. Dynamic customization further deepens this personalization: digital storefronts can adapt layouts, tones, and recommendations in real time according to variables like location, recent browsing history, or even current weather conditions.
Yet the more that AI enriches digital experiences, the greater the premium placed on authentic, human-centered contact. The data reflect a growing recognition that automation should amplify—not replace—the empathy and discernment of human service. In practice, this means that leading brands are employing hybrid support models that seamlessly fuse algorithmic precision with emotional intelligence. When a customer’s needs become ambiguous, emotionally charged, or exceptionally complex, swift escalation to a well-trained human agent is expected and valued. Indeed, 74% of consumers still prefer face-to-face assistance during in-store interactions, and 66% seek live guidance through difficult purchasing decisions. While artificial intelligence can competently handle routine tasks—managing approximately 70% of standard requests—human agents remain indispensable for interpreting tone, empathy, and deeper contextual nuance. Businesses that overlook this balance risk eroding trust, as consumers increasingly associate over-reliance on automation with coldness or indifference.
Data from Salesforce corroborate Capgemini’s findings, providing a global perspective on the consequences of AI’s integration into commerce. Drawing from the behaviors of more than 1.5 billion consumers across 89 countries, the company’s analysis documented unprecedented 2025 holiday sales, totaling $1.29 trillion worldwide and $294 billion in the United States alone. An estimated $262 billion of that spending was influenced, either directly or indirectly, by AI-guided conversations and autonomous agents. The statistics illustrate the growing indispensability of AI tools as both marketing and operational infrastructures. Notably, third-party AI search engines such as ChatGPT, Gemini, and Perplexity doubled their share of commerce-related traffic within a year, attracting high-intent buyers who convert at rates up to nine times greater than those from social media platforms.
Brands that developed proprietary AI agents also enjoyed measurable competitive advantages. On average, these organizations achieved 6.2% annual growth—substantially higher than the 3.9% reported by competitors without dedicated agents—representing a 59% relative increase. Beyond revenue, companies observed improvements in team efficiency, as AI assistants took over manual, time-consuming service tasks like order tracking, returns, and address updates. During the 2025 holiday rush, usage of AI customer-service technology surged by 126%, underscoring the practicality of always-on digital support. December alone saw a 66% rise in AI-mediated service conversations compared to November, complemented by a 12% year-over-year spike during the Christmas and Boxing Day period. Furthermore, these intelligent systems performed increasingly sophisticated functions, executing 142% more operational actions than in earlier months.
Capgemini’s detailed examination concluded with fifteen key takeaways capturing the collective mood of global consumers. Among them: 71% say they would abandon a brand that reduces product quality or package size without clear communication, and 74% would switch for permanently lower prices elsewhere. Competitive loyalty programs also matter intensely, with nearly two-thirds willing to migrate for better reward structures. Trustworthy channels remain vital—two-thirds perceive e-commerce as offering fair pricing—while transparency concerns persist, as 71% remain uneasy about generative AI’s data practices and two-thirds expect full disclosure when advertisements are AI-generated. Social commerce continues to expand rapidly; by 2025, 35% of consumers had completed purchases via video or image-based platforms like Instagram and YouTube.
Meanwhile, personalization remains a dominant expectation. More than half of shoppers want generative AI tools that provide hyper-contextual content tailored to their needs. The proportion of consumers turning to chatbots and retail assistants has grown steadily, yet satisfaction levels lag behind adoption—only 57% feel pleased with chatbot experiences, largely due to shortcomings in empathy, contextual comprehension, and escalation to human help. AI shopper agents, increasingly popular for automating repetitive tasks such as reordering groceries or planning meals, are now used weekly by 52% of respondents. While under half (46%) currently rate the experience as excellent, ongoing advances suggest that satisfaction will rise alongside technological maturity.
Finally, Capgemini emphasizes that, in an economy defined by algorithmic intelligence, trust and control form the bedrock of customer relationships. Seventy-six percent of consumers wish to define the boundaries of their AI assistants, choosing when and how data is shared. Empowering users with these options instills a sense of agency, transforming digital shopping from a process dictated by machines into one enhanced by partnership. When feedback mechanisms are transparent and user control is prioritized—allowing people to modify preferences based on budget, lifestyle, or ethical concerns—confidence deepens, creating a self-reinforcing cycle of relevance and loyalty. Nevertheless, apprehension about privacy persists, with 71% of individuals still uncertain about how their information is deployed in generative systems.
In essence, the road to 2026 paints a portrait of an interconnected, intelligent marketplace balanced delicately between automation and humanity. Technology now has the capacity to understand, anticipate, and act—but consumers have made it clear that comprehension without compassion is insufficient. The future will reward the organizations that combine the analytical rigor of AI with the warmth, moral insight, and empathy of human beings, ensuring that innovation serves people—not the other way around.
Sourse: https://www.zdnet.com/article/ai-agents-consumer-buying-experience-value-through-intelligence/
