Retailers face growing disconnect as shoppers prioritise value over AI

Artificial intelligence (AI) may be dominating corporate agendas, but consumers are staging a "pragmatism pivot". According to VML’s 10th annual Future Shopper report, which surveyed 28,000 consumers across 17 countries, a sharp disconnect has emerged between the retail sector's AI ambitions and everyday buying behaviour. 

Despite massive surge in adoption, global shoppers are largely rejecting autonomous decision-making, choosing instead to lean on timeless fundamentals—value, trust, availability, and seamless service—while treating AI as a tool for basic convenience rather than a substitute for human judgment.

The global study reveals that 82% of consumers have used AI, but adoption remains heavily concentrated around routine tasks rather than automated purchasing. Shoppers remain noticeably skeptical of automated guidance; 58% actively cross-check AI-generated product recommendations before buying.

Furthermore, nearly half of consumers (49%) report that AI-generated imagery reduces their trust in a brand, and 48% skip content they suspect was created by AI. Trust is further undermined by commercial bias, with 53% expressing concern that AI shopping tools are pay-to-play, while a third of shoppers state outright that they would never allow AI to make purchases on their behalf.

This hesitation, however, is not uniform across the globe. Regional dynamics show a striking split between Western caution and Asian enthusiasm.

"The race for APAC brands isn't about driving AI adoption anymore. While global shoppers show caution, APAC consumers are now going into autonomous commerce. In digital advanced markets such as China and India, the appetite for AI-driven shopping is incredibly high, so the challenge is on building the trusted, frictionless infrastructure to support new evolving shopper behaviours,” said Nick Pan, chief strategy officer, VML APAC.

Compounding this technological shift is mounting financial anxiety, with nearly six in ten consumers reporting greater economic stress than ever before. This pressure has led many to trim discretionary spending and reduce their emphasis on sustainable products, though shoppers are fiercely protecting "sacred luxuries" such as clothing, coffee, and beauty items.

At the same time, product discovery faces an unprecedented crisis of confidence. While search engines have reclaimed their position as the primary source for product research, 44% of consumers say search quality has declined over the past year. 55% believe sponsored results make it harder to find the best products, and nearly half feel their favorite online platforms are degrading over time.

As digital channels evolve, consumer attitudes toward privacy and brand influence are shifting dramatically. In a notable departure from traditional privacy concerns, four in ten consumers state they would willingly exchange deeply personal information—including real-time location, shopping habits, and health metrics—for direct monthly income. Meanwhile, traditional social media influencers are losing their hold, with their purchase influence dropping year-over-year from 15% to 13%. Friends and family remain the single most trusted source of purchasing advice, followed by heavily scrutinised AI discovery tools.

Ultimately, flawless execution across sales channels remains the primary differentiator for modern brands. Online and offline shopping have reached near parity, with 51% of total consumer spending now occurring online.

Regardless of where the transaction takes place, shoppers rank price, product availability, and frictionless user experience above all else. Failing to deliver on these basics carries immediate consequences: nearly half of consumers say they will not shop with brands that fail to meet basic digital expectations, and 41% regularly abandon purchases due to frustrating online shopping experiences.

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