Most consumers not yet using AI for product discovery, report finds

Retail Dive reported that most consumers are not currently using AI for product discovery, according to the AlixPartners’ 2026 Consumer Sentiment Index. AI adoption varies by generation and income but remains generally low across all groups.

The report predicts an increase in AI usage for purchasing commoditized goods, while brand and relationship factors will continue to dominate at the high end of the fashion market. AI is expected to handle routine queries such as replenishment basics more readily in the future.

AlixPartners foresees a split in retail where the top market remains brand-led and concerned about AI-powered copycats, while the lower market becomes driven by specifications and price. Mid-tier brands will need to manage both dynamics.

Consumer use of AI is expected to diverge as well, with upper-income shoppers using AI as a concierge for styling and curated recommendations, and others using it mainly for price comparison and decision-making.

The report emphasizes the importance of quality product metadata for retailers, as AI systems rely on structured data like attributes, availability, and price rather than imagery or copy. Poor data can cause products to be poorly represented or invisible in AI-driven channels.