In this 'Snips' format, I provide commentary to highlights from a recent episode of the Retailgentech podcast, where host Scott Wingo spoke with Melissa Minkow, Global Director of Retail Strategies & Insights at CI&T. Melissa shared snippets of brand new survey data revealing that a whopping 75% of consumers are now using AI tools at some point in their shopping journey, a huge milestone that’s shaping the future of commerce. I've linked to full Retailgentic episode with Melissa below under 'Links & Resources', be sure to check it out.

This episode explores consumer trust in generative AI versus ads, why Amazon’s ad saturation might not be the real problem, and Melissa’s framework for understanding the different types of AI shopping agents. If you want to know how AI is truly reshaping retail, and what that means for both brands and consumers, you won’t want to miss this one.

This episode is sponsored by Connected Commerce at Acosta Group

Timeline

[0:37] - Introducing today’s Snip: AI adoption and consumer behavior in retail
[1:12] - Melissa Minkow reveals fresh survey data showing 75% AI usage in online shopping
[2:34] - Consumer fears about AI bias, sponsored search, and trust erosion
[4:21] - My contrarian take: Amazon ads still work and why relevance matters more than volume
[7:11] - Research on AI agents avoiding sponsored products and why that may not last
[9:23] - Melissa’s framework for understanding the three types of AI shopping agents
[10:45] - What high adoption rates mean for future consumer behavior and retail strategies

Links & Resources

• Listen to the full September 25, 2025 Retailgentic episode, Melissa Minkow on Agentic Commerce, Loyalty, Consumer Habits, and Retail’s Future
• Subscribe to Retailgentic
• The full data from Melissa's consumer panel will be released in the coming weeks on the CI&T website
• Read my article Academic Research Reveals The Ultimate Amazon Ads Budget Allocation
• Follow Melissa Minkow on LinkedIn
• Follow Scot Wingo on LinkedIn
• Subscribe to Retail Media Breakfast Club's daily newsletter
• Follow Kiri on LinkedIn