The AI-Powered Shopper’s Path to Purchase

More consumers are turning to AI assistants and chatbots as regular shopping companions, altering customer journeys and redefining what trust means in AI-mediated environments. As conversational AI becomes more embedded throughout ecommerce experiences, brands must rethink how they show up in these new contexts. 

Download the slides from Sky Canaves’s presentation, “The AI-Powered Shopper’s Path to Purchase,” for consumer survey insights, forecast data, and strategic frameworks that brands and retailers can use to navigate these shifts and build trust. 

Sky Canaves is a Principal Analyst at EMARKETER, specializing in retail and ecommerce with a focus on digital transformation and consumer behavior across channels. She regularly shares her insights with major media outlets including Bloomberg, CNBC,and The New York Times, and previously spent more than a decade as a business journalist, editor, and content director covering trends in the Chinese market.