Here are some behavioral patterns of today’s consumers that are worth taking notice – and how the breakthroughs in Artificial Intelligence (AI) can lead brands to create more effective, engaging communications in their overall experience.

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The growing importance of visual content

As AI enhances visual search capabilities, consumers are increasingly relying on images and videos in their product discovery process. This shift is particularly pronounced among younger generations, who are accustomed to visual-first platforms like Instagram and TikTok.

For instance, Google Lens is processing about 12 billion visual queries per month, indicating a strong preference for image-based searches. Retailers are responding by investing in high-quality visual content and implementing AI-powered visual search features on their platforms.

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Heightened expectations for reduced returns

AI's ability to provide detailed product information and virtual try-on experiences is leading to a shift in consumer expectations around returns. As these technologies improve, shoppers are beginning to expect a lower likelihood of needing to return items purchased online.

This expectation is pushing retailers to leverage AI not just for personalization, but also for providing more accurate and comprehensive pre-purchase information. Virtual try-on features, AI-generated size recommendations, and detailed product visualizations are becoming increasingly common as retailers strive to meet this expectation.

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Adapting to the AI-Empowered consumer

As consumer behaviors and expectations continue to evolve in response to AI, retailers must stay agile and responsive. This means not only implementing AI solutions, but also constantly refining them based on customer feedback and changing preferences.

Moreover, it's crucial for businesses to maintain a human touch even as they embrace AI. While consumers appreciate the efficiency and personalization that AI can provide, they also value authentic brand experiences and human interaction when needed.

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‍The path forward

The rise of the AI-empowered consumer presents both challenges and opportunities for retailers. Those who can successfully adapt to these new behaviors and meet evolving expectations will be well-positioned to thrive in the AI-enhanced retail landscape.

As we move forward, the key will be to use AI not just as a tool for operational efficiency, but as a means to truly understand and cater to the changing needs of consumers. By doing so, retailers can create shopping experiences that are not just technologically advanced, but genuinely valuable and engaging for their customers.