AI Shopping: Personalization Still Key

AI Shopping Assistants: Not Yet a Mainstream Hit

Consumers today face numerous shopping options, including brand content, search engine suggestions, social media, and AI assistants. Recently, companies introduced AI shopping assistants offering tailored recommendations and direct purchases via AI chat. But despite the hype, social media and GenAI shopping tools aren't yet widely adopted.

A study revealed that over half of those surveyed haven't used these tools and don't plan to, mainly because they're wary of sharing personal data with generative AI. Shoppers want better, more personalized recommendations, but on their own terms. Marketers should leverage brand trust and owned channels with personalized content to connect with consumers.

Brands Should Focus on Owned Channels

Brands should strengthen owned channels to build trust and credibility. Delivering an engaging, authentic experience is crucial for customer retention. Consumers are more likely to engage with platforms offering tailored website experiences, customized email campaigns, or loyalty programs, especially from brands they trust.

Example: Pets Deli

For example, a pet food supplier analyzed customer purchasing behavior and segmented its audience by loyalty level. The brand then used AI personalization to provide relevant content to each group based on their familiarity with the company. This approach offered more control over content and increased data collection transparency. The pet food supplier saw conversion rates increase by over 50 percent. This is personalization that’s helpful, rather than intrusive.

Message Consistency is Key

Strengthening owned channels enables brands to focus on message consistency, essential for maintaining share of voice in the AI era. Generative engine optimization challenges traditional search engine optimization, making it harder to drive consumers to a website. Therefore, consistent brand content is vital for optimal results, whether through traditional or AI searches.

Brands must ensure content consistency to avoid limiting or negatively impacting consumer understanding. Aligned messaging across channels fosters authentic connections and ensures accurate AI search results. Prioritizing owned channels now sets brands up for long-term success. Building consumer trust and understanding their sentiments and channel preferences is crucial for authentic engagement. As AI shopping becomes more common, consistent and engaging content will be essential for staying competitive.