Artificial intelligence (AI) is playing a growing role in how consumers decide what to buy, often before they visit a store or a retailer’s website, according to a global study released by the IBM Institute for Business Value.
The study, conducted with the National Retail Federation, found that 45 percent of consumers now use AI tools during their buying journey.
Respondents said they turn to AI systems to research products, compare options, summarize reviews and find discounts.
The findings suggest that product discovery is gradually shifting away from traditional entry points such as storefronts, advertisements and direct website searches.
Instead, consumers are consulting AI-powered assistants to narrow down choices and generate recommendations before engaging with a specific brand.
While physical retail remains significant, with a majorit of respondents still shopping in stores, the study indicates that much of the decision-making process is happening earlier and through digital intermediaries.
The trend has implications for markets like the Philippines, where online research and social media already play a major role in consumer behavior.
Industry reports in 2025 have noted rising digital adoption among local retailers and increased use of AI tools for personalization and customer engagement.
The IBM Institute for Business Value is the research arm of IBM, a global technology company focused on enterprise software, artificial intelligence and hybrid cloud solutions.
Its reports blend industry surveys, expert interviews and data analysis to explore how emerging technologies affect business and consumer behavior worldwide.
