AI is no longer just influencing how consumers discover products, it is beginning to mediate decisions and shape purchases before shoppers even reach a retailer. The trend is shaping commerce across markets globally.
In the US and Canada, AI-driven referrals to e-commerce sites increased by 294% from January to December 2025 versus 11% for other sources. By 2028, AI-powered search set to influence over USD595 billion in retail e-commerce.
From AI-assisted search and recommendation engines to emerging agent-led discovery and checkout journeys, a new commerce model is forming - one that compresses the funnel, redefines shopper trust and visibility for brands and retailers.
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