2026年商业与趋势报告（AI篇）

&AI REPORT IT FEELS AS IFAIIS CHANGINGEVERYTHINGOVERNIGHT. While discovery is fragmenting acrosssurfaces, retailers and brands continueto play the decisive role at checkout.Consumers are experimenting with AI asan assistant, not surrendering control toit. The hype suggests AI as a wholesalereplacement for traditional shopping.The data tells a different story. AI isinfluencing how people explore anddecide, but long-standing expectationsaround trust, transparency, and brandstill anchor the final sale. This report explores both sides ofthe story. What’s changing. What’sholding steady. And where the nextset of tensions and opportunities arebeginning to emerge. But when it comes toshopping behaviors, ourglobal consumer surveyshows a slower, moreconsidered shift. Discovery explodes across surfaces. Buying remains centralized. TRENDNO.2 Privacy matters. Trust matters even more. TRENDNO.3 Shoppers want personalization, not predictability. TRENDNO.4 Multimodal, conversational shopping goes mainstream. TRENDNO.5 Agentic AI expands the ecommerce pie. SHOPPINGSTARTSEVERYWHERENOW AI assistants, retailer sites, social, contentplatforms, CTV, and apps. AI is reshapinghow people find products, compare options,and make decisions, but as an assistant, nota proxy. Buying will still happen primarily attrusted retailers and brands due to concernswith agentic commerce around privacy andmisinformation. DISCOVERY EXPLODESACROSS SURFACES. BUYING REMAINSCENTRALIZED. Despite the hype, survey findings show thatAI is showing up as another channel, not thegreat replacement. (Just as ecommerce didn’treplace physical stores and mobile didn’treplace desktop). This is further supportedby OpenAI’s recent shift away from checkoutinside the chatbot, solidifying the channel asa place for discovery, not purchases. DISCOVERYGAP ONEOF MANY Where would you prefer to start your shopping journey? use AI for comparisonfor discoveryfor deals47%39%38% Consistent checkout adoption remains significantly lower,with a sample size too limited to monitor reliably. TRUSTBARRIER55% are extra cautious aboutsharing payment relatedinformation with AI assistants. ADDITIVE 96% of shoppers who use AI shoppingassistants regularly also use otherchannels along the way.¹ SHORTENINGTHE PATH TO PURCHASE AI platforms primarily drive upper-funnel users, yetthese users convert at high rates, suggesting that someevaluation and consideration is already happeningwithin the AI platform, compressing the journey. Based on an analysis of inbound traffic sources from a sampleof ~500 US Criteo merchants, January-February 2026. Content becomes a new storefront. THAT’STHE NEAR FUTURE. Every article, video, and stream becomes a live retail surface. Instead of acooking show with a CTV ad with a QR code, the ingredients shown will bedynamically linked to local grocery inventory, your smart TV will overlay “Getingredients delivered in 2 hours”, and prices will reflect your nearest store. HERE’SWHERE COMMERCEMIGHTGO NEXT: Machine-readability becomes a requirement. API-only versions of sites designed solely for AI agents (and focused on datacompleteness and structured clarity) will be a must-have, along with traditionalwebsites (focused on traditional merchandising) for human shoppers. Conversational AI becomes a new retail media surface. Trade budgets begin to shift toward AI-powered recommendations onsite inretailer chatbots and offsite in LLM platforms, driving traffic back to retailersites and complementing onsite search. Homepages start to matter less, product pages more. As AI pre-filters choices, shoppers land with more intention and retailers seefewer abandoned carts. AIEXPANDS THE MAP,BUT IT DOESN’T REDRAWTHE BORDERS. PRIVACY MATTERS. TRUSTMATTERS EVEN MORE. Privacy is a top concern in AI-assisted shopping, especially regardingidentity and payment information. Yet most consumers aren’t drawing ahard line. Many are willing to share information when the value is clear,and even more say their comfort depends on the situation. At the same time, another issue has topped the list above privacy: trust.With hallucinations still a real problem, shoppers worry about whethercontent is authentic, whether recommendations are biased or unsafe,and whether new AI-driven surfaces open the door to scams and badactors. As fake/misleading content and low-quality players multiply, trust,authority, and brand move from preference to protection. Trusted brandsand retailers that offer clear sourcing, transparent recommendations,dependable fulfillment, and strong customer service earn the right toclose the sale. TOPCONCERNS WITHAI-ASSISTED SHOPPING say they haveno concernsonly6% Privacy46% Being misled byfake/biased content52% ONSHARING INFORMATION WITH AI: say it depends on the topicare generally comfortable if it improves the experiencetry to avoid sharing personal information52%25%24% Most cautious about sharing personal identity or locationdata(57%)and