11 February 2026

The relationship between purchasing power and impulse buying has been recognized for decades. When consumers face financial pressure, they turn to “self-discipline tools.” For years, that tool was the shopping list — a simple mechanism designed to reduce spontaneous choices that inflated the basket.

Today, the logic remains the same, but the tools have evolved. Consumers no longer simply write down what they need in advance. They research, compare, and almost decide before they even enter a store. The new tool shaping this shift is artificial intelligence (AI).

What AI in Retail Means for Today’s Consumer

Artificial intelligence in retail is not about robotic salespeople or futuristic cashier-less stores. It is far simpler — and far more widespread. It includes apps that recommend products based on past purchases, chatbots that answer questions about ingredients and allergens, search engines that compare prices within seconds, and review systems that automatically filter feedback to show what other consumers are saying.

In essence, AI acts as a personal research assistant that finds the best product, at the best price, with the best reviews. And consumers use it before they even consider visiting a physical store.

The Research Confirming the Shift

A recent global study by the IBM Institute for Business Value, in collaboration with the National Retail Federation and published by Food Reporter, quantifies what many in the industry have already sensed: 45% of consumers already use AI tools during their shopping journey.

The most significant finding, however, is not the percentage — it is the timing. The purchase decision is shifting to a point before entering the store.

According to the study, consumers primarily use AI for product research (41%), evaluating reviews (33%), and identifying promotions (31%). The physical store is not losing its relevance — 72% of purchases still take place there — but its role is evolving: from a space of discovery and experimentation to a space of confirmation and completion of an already-formed decision.

The New Equation: Digital Visibility and Physical Execution

This shift is reshaping brand priorities. Optimal shelf placement, striking packaging, in-store promotions — all of these still matter. But they are no longer sufficient on their own. If a brand does not appear during the consumer’s digital research phase and lacks visibility on comparison platforms, the battle may already be lost before the shopper even reaches the store.

At the same time, the physical point of sale becomes critical in a different way. When consumers arrive having already made their decision, an out-of-shelf situation does not simply lead them to an alternative — it creates frustration. The in-store experience must confirm the digital promise: the product must be there, visible, available, exactly as the shopper expected.

Competitive advantage is no longer won solely at the shelf. It is won in the connection between digital presence and physical execution.

The question brands face today is not whether to invest in digital or physical channels. The real question is whether they have the organization, structure, and partners capable of ensuring that both operate flawlessly — simultaneously — at every consumer touchpoint.