Navigating Digital Minimalism During the Rise of AI

These days, the ink spilled on AI is enough to short out your newsfeed. 

Of course, there are good reasons for that — done correctly, AI can ensure recommendations are smarter, searches are faster, and customer journeys are more personalized than ever. 

But amid all that excitement, it can be easy to lose sight of the slow adopters or those who are just not on board with the automated wave. 

While AI’s influence on the shopper journey is, at this point, nearly inescapable, many shoppers, aka ”digital minimalists," still prefer to browse, compare, and buy on their own terms, without algorithmic nudges or automated curation guiding their every step. 

Others may be experimenting with AI assistants and chat-based discovery, but still find themselves double-checking the results in a physical store before they buy.

With all of that in mind, how can brands address these pockets of digital minimalism within their customer base while keeping every shopper connected — not just the most tech-forward ones? 

AI Is Everywhere — But It’s Not for Everyone

Not long ago, product discovery meant typing a keyword and scrolling through pages of results. Now, AI can summarize reviews, suggest alternatives, and even chat its way to a purchase recommendation.

Today, leading brands are striking a balance between innovation and inclusivity, particularly as AI continues to redefine what a seamless journey looks like. 

According to Salsify’s “Ecommerce Pulse Report: Q4 2025,” 64% of shoppers used an AI tool like ChatGPT or Amazon Rufus for product research in the past year. That’s a sizable shift in how the digital shelf is being navigated, especially since this tech has only been consumer-facing for a few years.

However, AI adoption isn’t universal: Only 10% of Americans over 65 have ever used ChatGPT, and more than half of that age group interacts with AI less than several times a week, according to a Pew Research Center study. 

Even among younger demographics, hesitation can still be a factor — fatigue from choice overload, skepticism about technology in general, or simply a personal preference for control over curation.

That tension is shaping what a “good” digital experience can mean across that spectrum of opinion. It’s a helpful reminder that good omnichannel design isn’t necessarily about forcing shoppers down one path, but offering enough guidance throughout the journey to make each purchase feel effortless. 

And that advice remains true whether those nudges come from a chatbot, a store associate, or a shelf tag that gets all the small details right.

Why Physical Stores (and Experiences) Still Anchor the AI-Era Shopper Journey

Even as brands race to scale their AI strategies, the physical store remains one of the few places where shoppers still feel fully in control of the experience.

For example, it’s easy to forget that physical stores remain the most trusted stop on the path to purchase — whether the shopper is a “digital minimalist” or not. According to PricewaterhouseCoopers, 43% of global shoppers say in-store is their most frequent channel, compared with 34% for mobile.

Shoppers aren’t choosing between digital and physical channels — they’re using both to build confidence before they buy. Someone might start online to compare specs or reviews, then head to a store to see how a product actually feels in their hands. Others do the reverse: they test something in person, then look for a better price or delivery option online.

Then, there is the growing number of customers who make an online purchase while in-store. Salsify’s latest research shows that nearly 30% of shoppers report doing so. It’s a great reminder of how touchpoints can reinforce each other, whether the channels are digital or not. 

For brands, that means treating every surface where your product appears as part of one continuous experience. Pricing, visuals, and product information should match seamlessly — whether someone’s scanning a shelf tag, an AI chatbot, or a checkout page.

How Successful Brands Find the Right Balance

Whether your customer base is composed of AI fanatics or more traditional shoppers, engaging touchpoints across channels can easily provide a synergistic lift to your customer journey. 

Two brands doing this well? IKEA and Target.

IKEA: Plan & Order Points (Consult First, Click Later)

IKEA’s small “Plan & order point with Pick-up” locations flip the store’s iconic “maze with furniture” vibes into calm, appointment-style consults for kitchens, closets, and other big decisions. 

Shoppers sit with a human, design the solution, and place the order for delivery or pickup — leading to less confusion, browsing fatigue, and greater confidence about their purchase. Notably, these locations don’t stock any items; instead, they serve as a hub for planning, online order fulfillment, and a convenient pick-up point for such purchases. 

Target: Drive Up Returns (Digital Paperwork, Curbside Handoff)

Target’s “Returns with Drive Up” takes seamless returns to the next level, as guests initiate a return in the app, pull into a Drive Up spot, and get refund confirmation — all without leaving their vehicle. 

It’s a quick way to leverage digital channels to remove hurdles and uncertainty for the buyer, while retaining the store as the confidence-building touchpoint. Target says it leads to faster returns and greater customer satisfaction overall. 

Don’t Leave Digital Minimalists Behind

Digital minimalists aren’t necessarily modern-day Luddites — they just prefer to use technology more deliberately than others. 

More accurately, they’re on the lookout for fewer screens, fewer nudges, and fewer distractions between curiosity and confidence. They may still use AI from time to time, but with very specific use cases — and they’ll still turn to stores when they need to see, touch, or talk through a purchase.  

AI is already rewriting the rules of how products are found, compared, and bought, but the fundamentals of trust and consistency haven’t changed.