1、IBM Institute for Business Value|Research Insights2026 Consumer Research StudyOwn the agentic commerce experienceConsumers are readyContents Introduction AI agents are joining the shopping journey.4Part one Precision spending:Understanding consumer priorities as AI agents come online .10Part two Con
2、verged commerce:Orchestrating physical,digital,and AI-enabled shopping experiences .14Part three The trust imperative:Building the foundation with people to be ready for AI .20Action guide.26How IBM can helpIBM helps retail and consumer products clients drive productivity and innovation using AI and
3、 automation technologies.We bring a comprehensive portfolio of solutions across business functions so clients can improve customer experiences while optimizing operations.For more information on our retail and consumer products solutions,please visit: are spending strategically,generating the behavi
4、oral data that will train tomorrows AI systems.Economic pressure is changing both how much and how people buy.A third of consumers surveyed globally are trading down to budget-friendly alternatives,while others selectively indulge or pay more for trusted brands.As AI agents come online to assist wit
5、h purchases,theyll need to navigate these same nuanced decisions between price,quality,and trust.From assistants to agents,AI is reshaping the shopping journey.Nearly three-quarters(72%)of consumers still shop in stores,but AI-assisted shopping is emerging:41%use AI assistants to research products,3
6、3%to look for reviews,and 31%to search for deals.Brands and retailers must orchestrate the converged experience no matter where the journey begins or ends.The foundation of brand relationships,trust must now be earned by both people and algorithms.52%of consumers are comfortable sharing their data,b
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