New customer trends: we rely on influencers and social media

By: Trademagazin Date: 2025. 03. 05. 13:54

Not only are social platforms playing a bigger role than ever in shopping, but artificial intelligence has also disrupted consumer habits.

The shift towards social commerce is also significant

Thanks to technological advancements, our shopping habits have changed, as evidenced by the growing influence of social platforms when making purchasing decisions. Similarly, generative artificial intelligence (Gen AI) has transformed the online shopping experience—something that 71% of consumers specifically desire. This trend is primarily driven by the Gen Z and Millennial generations’ demand for hyper-personalization and seamless digital experiences, as reported in the latest research from the Capgemini Research Institute.

Consumers Prefer Shopping with AI Assistance

The growing presence of artificial intelligence is also evident in our shopping habits. Nearly half (46%) of consumers welcome the impact of generative AI on online shopping, while three-quarters are open to Gen AI recommendations—up from 63% in 2023. When it comes to product and service recommendations, more than half (58%) of consumers have already replaced traditional search engines with generative AI tools. Additionally, 68% of consumers would like generative AI tools to aggregate search results from online search engines, social media platforms, and retailer websites. However, consumer satisfaction with this technology has declined: in 2024, only 37% expressed satisfaction, compared to 41% in 2023.

“Today’s consumers seek personalized shopping experiences that (generative) artificial intelligence can enhance. Additionally, they expect instant and efficient delivery and are becoming more conscious of their purchases.”

– said Lindsey Mazza, Global Retail Lead at Capgemini Group.

“To remain competitive and strengthen brand loyalty, retailers must implement consumer-centric strategies that leverage artificial intelligence to deliver seamless yet outstanding customer experiences. The shift toward social commerce is also significant. Retailers need to utilize their social and digital advertising platforms to engage consumers early in the shopping journey.”