"The quick rise of artificial intelligence-powered tools has reshaped retailers' process of selecting technology partners for anything from marketing to supply chain to merchandising. Surveys suggest customers want to use AI for shopping and to see AI tools from retailers. In a CI&T survey conducted in 2025, 58% of 1,040 U.S. consumers said retailers should use AI to improve the shopping experience, and almost 75% said they were already using AI tools at least occasionally in their path to purchase."
"In a separate survey from Gartner last March, 56% of millennials said they would be willing to let AI handle or assist with some of their shopping tasks. Bringing AI into a retailer's business could mean using models they already have access to through partnerships with OpenAI, Google or Microsoft; implementing AI features from existing software vendors; or working with a newer AI startup. Often, retailers will do a mix of all of these, depending on the desired use case."
Retailers are rapidly integrating AI across functions including marketing, supply chain and merchandising while managing cost and complexity. Consumer surveys indicate strong demand for retailer-provided AI: a 2025 CI&T survey found 58% of U.S. consumers want retailers to use AI to improve shopping, and nearly 75% already use AI tools during purchase journeys; a Gartner poll found 56% of millennials open to AI handling or assisting shopping tasks. Retailers weigh options among major-provider models, existing vendor features and newer startups, often combining approaches. Rapid technological change is prompting CIOs to revise selection criteria and accelerate experimentation.
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