From AI to aisles: How shoppers are balancing tech and touch in retail

Shoppers are warming up to AI, with nearly half (47%) approving of retailers’ early uses of the technology, according to VML’s ninth annual "Future shopper" report, which surveyed more than 25,000 consumers across 16 countries.

Overall AI adoption is high, with 68% of global shoppers saying they have used ChatGPT or alternatives such as Google Gemini or Microsoft Bing Chat. Usage is highest among 16- to 34-year-olds (78%), followed by 35- to 44-year-olds (72%), 45- to 54-year-olds (62%), and lowest among those 55 and above (41%).

Currently, AI is primarily used for practical purposes. Language translation (28%) and quick answers to general knowledge questions (27%) lead the list, followed by writing assistance (25%), work tasks (24%), and learning new skills (24%).

Don't miss: Study: 81% of APAC shoppers want AI-powered shopping tools

Shopping applications lag behind, with 18% using AI for product recommendations, 16% to find where to buy something, 5% for product research, and 3% for shopping inspiration. This suggests that consumers are more comfortable using AI as a productivity and information tool than a direct shopping assistant.

Interest in agentic AI, technology that can act autonomously on a shopper’s behalf, is strong. Nearly half (48%) say they are excited by the idea of AI interacting with brands to secure the products and prices they want, while 52% look forward to AI acting for them in their personal shopping.

Trust in AI is already notable: 37% would let AI manage their food shopping, including delivery and payment, while 40% would let AI organise their lives, from purchases to weekend plans. Generative AI is also broadly accepted, with 46% unconcerned that content could be AI-generated.

Yet, apprehension remains. Forty percent of consumers report not fully understanding AI’s potential impact, 57% are worried about its effects, and 44% express concern about AI-related job risks. Confusion is common, with 45% unsure what retailers mean when they claim AI integration in products.

Despite these concerns, optimism persists. Half of global shoppers believe AI’s benefits outweigh its drawbacks, just 18% disagree, and 52% see AI as a tool to free them from mundane tasks.

While AI reshapes online shopping, the appeal of physical stores remains strong, and consumers’ expectations for the in-store experience are higher than ever. Even with rapid advances in online delivery, nothing beats the instant sensory and social satisfaction of picking up a product in-store, according to VML. With that, 33% of shoppers cite immediate gratification as their top reason for shopping in-store.

The data shows that shoppers are increasingly seeking experiences, from store atmosphere and sensory stimulation to social interaction and entertainment. This demand is evident in complaints that online shopping lacks fun, with more than half of consumers highlighting the gap.

Shoppers also value basic operational excellence: good product availability and well-stocked shelves remain crucial, along with helpful, knowledgeable staff and a clean, organised, and comfortable environment. 39% of shoppers say product availability is the number one factor in evaluating their in-store experience.

However, barriers persist. Overcrowding is a major turn-off, with 37% citing it as the main reason to avoid stores. Retailers must also contend with parking challenges, travel time, and the pressure to compete on price with online alternatives.

Consumers are also looking for more excitement. 56% want immersive, futuristic, and creatively designed shopping experiences, a finding consistent in "Future shopper" research year after year.

Looking ahead, technology is shaping the store of the future. 52% of shoppers are excited about entirely cashless payments, and 46% are intrigued by biometric payment methods, which use fingerprints, facial recognition, or other unique traits to authorise purchases.

Reducing friction is another priority. 63% percent of consumers are interested in “checkoutless” stores, such as Amazon Go, which automatically charge items to a user account. While high costs have slowed adoption, advances in computer vision AI, capable of identifying items via cameras, could make such experiences more feasible soon.

“The 'Future shopper' 2025 report highlights a critical inflection point for brands in APAC. Our region’s consumers are among the world’s most digitally savvy, yet 45% still abandon purchases due to frustrating online experiences, and half feel brands don’t understand their needs," said Nick Pan chief commerce and connections officer, VML APAC. 

He added, "Shoppers are embracing AI-powered tools at an extraordinary pace and are excited by the promise of personalised, seamless journeys. Expectations are rising quickly: people want faster delivery, smarter recommendations, and a truly omnichannel experience that fits their lifestyles. For brands in APAC, winning in this market means relentlessly focusing on customer experience, harnessing AI to add real value, and building trust at every stage of the journey." 

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