From Virtual Trial Rooms To Shopping Assistants: How AI Is Helping Buyers Make Smarter Decisions

AI is meeting the demand for sustainability and transparency in purchasing decisions, and doing a whole lot more.

AI enables consumers to make choices they feel good about.

Source : Alexandra_Koch/Pixabay

By Piyush Goel

Today consumers can make smarter choices, find better deals, and enjoy a more seamless experience, and this is largely made possible with Artificial Intelligence (AI). It has quietly transformed how we shop. The role of AI in retail is all about personalisation, convenience, and even supporting values-based purchasing — changes that feel natural, yet profoundly shape how we shop.

A recent EY Consumer Index survey has pointed out that 82 per cent of Indian shoppers see AI improving their shopping experience, and interestingly, a higher-than-average 30 per cent of Indian consumers understand AI compared to 17 per cent globally. This familiarity just shows how AI has commanded a strong foothold in the shopping process. Though often operating quietly in the background, AI is clearly making a meaningful impact on how consumers make decisions.

Personalised Recommendations

Take personalised product recommendations, for example. When browsing online, you are shown items based on past purchases, recent views, and preferences. This tailored approach goes beyond traditional shopping; it helps consumers quickly find what they are looking for and discover new products that align with their tastes. 

Whether it is clothing, electronics, or beauty items, these suggestions can simplify choices, helping users feel confident in their decisions without spending extra time scrolling.

Shopping Assistants

AI-powered virtual shopping assistants have also become indispensable, offering real-time assistance and product information at a moment’s notice. These digital helpers can answer questions, compare products, and even suggest alternatives, making the process more efficient. 

Virtual assistants ensure shoppers have the support they need to make informed decisions, which takes the pressure off and can make the entire process more enjoyable.

Visual Search

AI-driven visual search is making shopping even easier. Instead of typing out descriptions, consumers can upload a photo of an item they like — be it a specific style of shoes, a piece of furniture, or even artwork—and find similar products online. 

This is especially helpful in areas like fashion and home décor, where finding the right look or fit matters. With visual search, browsing feels intuitive, almost like shopping with a friend who knows exactly what you’re looking for.

For those who prefer to shop with voice commands, AI has also made voice-activated shopping remarkably convenient. As smart speakers and voice assistants have become household staples, they allow users to order groceries, research electronics, or purchase essentials with a few spoken words. 

This hands-free option offers flexibility and ease, making shopping as simple as asking for what you need.

Virtual Trials

AI has also merged with augmented reality (AR) to offer features like virtual try-ons. Shoppers can now see how a pair of glasses looks on them, arrange virtual furniture in their living room, or test makeup colours, all from their devices. 

This virtual try-before-you-buy capability brings online shopping closer to the physical experience, particularly useful in sectors like beauty, fashion, and home décor where visualising the product is key.

Additionally, AI’s price-tracking tools are invaluable for those hunting deals. Shoppers can set their price limits, and AI tracks and alerts them when the product reaches that price point. 

This feature saves time and lets consumers stay within budget without obsessively checking for discounts, ensuring they get the best possible deal.

AI is also meeting the demand for sustainability and transparency in purchasing decisions. Increasingly, consumers want to know more about the ethics behind the products they buy, and AI can sift through information about product sourcing, company practices, and environmental impact. 

By flagging products that align with these values, AI enables consumers to make choices they feel good about.

AI in retail is about making the shopping experience feel personal and meaningful. It enriches every aspect of the shopping process, creating a journey that aligns with both our practical needs and our principles. 

As AI technology continues to advance, it promises to make retail even more personalised, responsive, and consumer-focused in the years to come.

(The author is the CEO of VOSMOS)

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