Generative AI is expected to play a growing role in consumer purchases, evolving from a tool for product discovery and research to one that can complete transactions on shoppers' behalf, according to a McKinsey report.
AI enhancements and persistent cost-consciousness among consumers are reshaping the way consumers discover products, make purchase decisions and spend their money. The "rapidly evolving AI models have begun to shape how people shop," with young consumers or Gen Z consumers leading the shift, as per the survey report.
