TLDR: An Accenture survey predicts a significant surge in consumers using AI tools for holiday shopping in 2025, with 77% planning to leverage generative AI for purchasing decisions. Despite this, only 5% of retailers expect to be fully optimized for AI-driven customer interactions by 2026, highlighting a growing gap between consumer adoption and retail preparedness. The survey also reveals high levels of ‘shopper stress’ and a desire for more human-like AI interactions and enhanced in-store experiences.
The 2025 holiday shopping season is poised for an unprecedented integration of Artificial Intelligence (AI) tools, as a new Accenture survey indicates an exponential rise in consumer reliance on these technologies. According to Accenture’s 19th Annual Holiday Shopping Survey, a substantial 77% of consumers intend to utilize generative AI (GenAI) to streamline their buying choices, making their shopping experience smarter and more efficient. This marks a significant increase from 39% in last year’s survey, with 66% of consumers having already used GenAI in the past three months.
Despite this rapid consumer adoption, retailers appear to be lagging significantly in their preparedness. A mere 5% of retailers anticipate being fully optimized for AI-powered customer interactions by 2026. This stark contrast underscores a widening chasm between evolving shopper behavior and the retail industry’s readiness to meet these new demands.
The survey, conducted online between August and September 2025, gathered insights from over 7,500 shoppers across ten countries, alongside 100 U.S. retail executives and 200 frontline workers. A key finding is the pervasive ‘shopper stress,’ with 76% of consumers reporting feeling overwhelmed by too many product choices. This frustration often leads to abandoned carts, with 85% of shoppers likely to give up due to indecision.
Consumers’ expectations for AI are clear: they want tools that highlight deals alongside recommendations, offer more conversational and ‘human-like’ interactions, and provide improved product comparisons with summarized pros and cons. They desire AI to act as a ‘clever friend’ rather than a ‘sales robot.’
For ‘heavy GenAI shoppers’ (those using the technology for at least 50% of their holiday shopping), the benefits are even more pronounced. 75% use AI to explore new gift ideas (compared to 40% of light users), 72% find it helps manage excessive choices (versus 33% of light users), and 70% report a reduction in the need to contact store staff or customer service (compared to 38% of light users). Furthermore, 74% of heavy GenAI users feel AI inspires confidence when they are unsure about purchases.
The impact of AI extends to frontline retail workers as well. While 67% of these employees currently have access only to basic digital tools like scheduling software, 38% lack advanced technologies such as AI-powered assistants or automated shelf scanners. However, there is optimism, with 9 out of 10 frontline employees believing GenAI can simplify their work, particularly for customer inquiries and stock checks. Approximately 70% of store staff also find it easier to assist customers who are already using AI shopping tools.
Accenture recommends three key strategies for retailers to navigate this evolving landscape:
1. Simplify Shopping Journeys: Reduce ‘noise’ through curated, AI-driven experiences, optimizing for ‘generative engine optimization’ to ensure visibility in AI searches.
2. Build GenAI as a ‘Shopper’s Friend’: Develop AI platforms that are human-like, trustworthy, and align with brand identity, focusing on interpreting emotion, context, and intent.
3. Strengthen Human Connections: Invest in enhancing in-store experiences with ambiance, exclusivity, and efficient services. Empower store staff with advanced AI tools and training to become trusted guides, recognizing their well-being is crucial.
Also Read:
- AI’s Transformative Impact on UK and EU Marketing: A 2025 Outlook
- Salesforce Report Highlights Explosive Growth in AI Agent Adoption and Customer Engagement
The report emphasizes that the future of retail is not about where shoppers buy, but how easily and confidently they can make decisions. Thoughtful integration of GenAI can create a rewarding season for consumers, employees, and organizations alike.
