Product discovery and research have shapeshifted from infomercials and paper catalogs to a mostly online endeavor fueled by algorithms, artificial intelligence (AI), and virtual assistants.
According to the upcoming “Ecommerce Pulse Report: Q4 2025” from Salsify and the Digital Shelf Institute (DSI), which surveyed 1,000 shoppers across generation groups in the U.S., Canada, and the U.K., 64% shoppers use AI shopping tools to discover or research new products.
Here’s a breakdown of the most popular AI tools for ecommerce, insights into how AI has changed product discovery and research, and tips for leveraging AI-powered ecommerce solutions.
Popular AI Shopping Tools for Product Discovery and Research
According to Salsify’s “Ecommerce Pulse Report: Q4 2025,” these AI tools are popular among shoppers:
- 54% of shoppers use AI chatbots like ChatGPT
- 19% of shoppers use AI shopping assistants like Amazon’s Rufus
- 16% of shoppers use AI-powered visual search tools
- 13% of shoppers use AI-powered virtual try-on tools
- 12% of shoppers use AI-powered product recommendations
Learn more about why these tools are becoming consumer favorites.
AI Chatbots Can Improve Customer Service
AI-powered chatbots like ChatGPT use natural language processing (NLP) to mimic human speaking patterns and characteristics, essentially acting as a sounding board for shoppers.
Gen Zers (70%) and millennials (65%) are big fans of using chatbots, according to upcoming Salsify consumer research.
Brands can use AI-powered chatbots on their sites to offer 24/7, improved customer service experiences, personalization, address pain points, and so much more.
AI Shopping Assistant Amps Up the Shopping Experience
AI shopping assistants are similar to chatbots, but they’re trained differently. They can answer a wider variety of questions and can be trained on brands’ products and inventory. If a shopper has a particular item in mind, the shopping assistant can help them pinpoint it.
For example, Amazon’s AI-powered shopping assistant Rufus is “designed to help customers save time and make more informed purchase decisions by answering questions on a variety of shopping needs and products — it’s like having a shopping assistant with you any time you’re in our store.”
AI-Powered Visual Search Tools Eliminate Friction
An AI-powered visual search tool uses computer vision and deep learning to scan and analyze an image’s attributes and find a match.
Brands can take advantage of this tool by allowing shoppers to upload screenshots of products they like and matching them with very similar items, making it easier for shoppers to purchase immediately instead of wasting time searching.
AI-Powered Virtual Try-on Tools Improve Customer Confidence
AI-powered virtual try-on tools allow shoppers to see how clothes, products, or accessories would look in real time. According to Salsify consumer research, 17% of shoppers purchased a product after a virtual try-on or placement preview tool.
Brands can cater to shoppers by offering a virtual try-on tool that lets them test drive products before purchasing.
AI-Powered Product Recommendations Guide Shoppers To Purchase
AI-powered product recommendations use machine learning algorithms to analyze consumer data and shopping history to promote personalized product recommendations.
Shoppers love personalized product recs, with 37% of shoppers purchasing items more often because of personalized product recommendations, according to Salsify consumer research.
Brands that can execute AI-powered product recommendations well will not only help shoppers find relevant products but also help them feel seen and accommodated.
Generational Opinions on AI Tools for Ecommerce
AI adoption among generation groups is widespread, but baby boomers are the most hesitant.
Gen Zers (79%) are the biggest fans of using AI shopping companions to research or discover new products, followed by millennials (77%), Gen Xers (60%), and baby boomers (36%).
Fifty-four percent of shoppers have specifically used an AI chatbot like ChatGPT to discover or research new products, including 70% of Gen Zers, 65% of millennials, 49% of Gen Xers, and 27% of baby boomers.
Half of shoppers (50%) also say that AI tools like chatbots and gift guides would improve holiday shopping, according to Salsify’s “2025 Holiday Pulse Report,” which is even more nuanced among generation groups. Sixty-three percent of millennials, 56% of Gen Zers, 52% of Gen Xers, and 24% of baby boomers believe that AI tools would lighten their holiday shopping load.
How AI Is Changing Product Discovery and Research
Product discovery and research have shifted from human-centric to AI-influenced. While shoppers still enjoy finding new products in-store, they’re increasingly using AI to do the grunt work for them.
For example, product detail pages (PDPs) once catered directly to humans to drive discovery and conversions. Now, there’s an added layer: AI agents have learned how to read content like humans do. This means that brands need to put extra effort into their product images, descriptions, titles, and more if they want AI to recommend their products to shoppers.
Shoppers are also turning away from keyword-based searches to questions. Searches have shifted from “espresso machines” to “What are the best espresso machines under $500?”
Even if shoppers don’t ask specific questions, AI can infer intent: “Search engines exercise agency and infer unasked questions. They anticipate intent, interpret natural language, and guide users on complex, click-free journeys,” according to Forrester.
How Brands Can Fight AI With AI Tools for Ecommerce
Brands must fight fire with fire — or AI with AI tools for ecommerce — if they want to keep pace with consumer demand.
Look for an AI-powered ecommerce solution that allows you to:
- Seamlessly integrate within your company’s workflow.
- Scale content creation and optimization easily and efficiently.
- Extract data from assets and drive data governance, and more.
Your AI solution should help you reach new levels of growth and creativity without sacrificing the human approach that makes your brand unique.
Times Are Changing, So Change With Them
AI is constantly changing how shoppers interact with product research and discovery. The brands that remain at the forefront of AI innovation will help shape the future of ecommerce and drive growth.
You can achieve this by adopting an AI-powered solution that allows you to adapt quickly and efficiently to these changes, not just react to them.
And if you relate to boomers’ hesitancy to embrace AI, keep in mind that it’s here to enhance your role — not replace it.