When AI enters the shopping cart, does it really change how we buy or just how we think we buy? In this episode, I dig into new research from the IAB’s Connected Commerce Summit that reveals the gap between what shoppers say they’ll do versus what they actually do when AI tools guide their purchases.

You’ll hear insights from my recent panel discussion with Adam Heimlich (CEO of Chalice AI), Amie Owen (Chief Commerce Officer at IPG Mediabrands), and Nicholas Ward (President of Koddi) as we unpack how AI is reshaping discovery, decision-making, and targeting in retail. From the fun of browsing beauty products to the tediousness of restocking household essentials, we explore where AI fits in, and where it still falls short.

Whether you’re a brand marketer, retailer, or curious consumer, this episode will challenge how you think about AI’s role in the shopping journey, and what it takes to stay competitive as buyer behavior keeps evolving faster than your last campaign plan.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:00] - A storage unit disaster and the truth about what people say they want vs. what they actually do
[1:30] - Introducing the IAB’s new “real shopping mission” AI study: 450 shoppers tracked in real time
[2:36] - Will AI replace the traditional shopping journey? Panelists weigh in
[3:45] - Fragmentation and walled gardens: are we entering the best or worst era of ad targeting?
[5:20] - The Amazon effect and the risk of AI innovation being concentrated within a few big players
[6:07] - Implementation headaches: what happens when your kid’s Alexa searches hijack your shopping feed
[7:21] - What mid-tier brands can do to stay visible when AI narrows choices to just a few options
[8:27] - The gap between consumer intent and reality: 95% of shoppers still double-check AI’s advice
[9:22] - What to stop doing in the next 90 days: lessons from the panelists
[10:33] - Why success now depends on showing up where shoppers actually are, not where they say they’ll be

Links & Resources

• New IAB research 'When AI Guides the Shopping Journey' launches October 28th, register here
• Read my article AI-Enabled Shopping Hits 74% Adoption
• Read my article Retailer AI Assistants: Are Shoppers Actually Using Them?
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn