AI in eCommerce: How It Helps Customers Shop Smarter

Research shows that users complete purchases 47% faster when they get help from AI. What’s more, after interacting with artificial intelligence, a potential customer is four times more likely to become an actual buyer: 12.3% make a purchase compared to 3.1% when using a traditional product search.

AI helps people find products faster, choose the right size, style, or gifts, summarize reviews, and get personalized recommendations. It makes the whole decision process easier, saves time, and gives customers a more personal and interactive shopping experience.

Our team has gathered the cases of AI usage that help sell more. 

AI Assistant for Personalized Shopping

In 2025, OpenAI launched its own browser called Atlas. One of its features is that in any window, you can start ChatGPT and ask questions about the content on the page: for example, ask it to explain a complicated text or check what reviews say about a specific sneaker model. The only issue with Atlas is that it’s used by just a tiny fraction of people worldwide, while most users stick to Chrome or Safari.
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But the feature itself is useful. That’s why the task for an online store is to bring it to its own website and create an AI assistant that can help users find the information they need right on the product page.

An AI assistant in the form of a button that’s always available on the side of the screen. A user can turn to it at any moment — in the catalog, on a product page, or anywhere else. For the user, it means instant help without searching for information, personalized recommendations instead of generic filters, and less cognitive load.

This kind of assistant works like a sales associate: it answers questions, makes suggestions, and tells about the product. No matter how much product information you add to a page, people usually don’t want to read all of it. In this case, artificial intelligence helps them quickly find the answers to their questions.

For a business, this means less pressure on customer support and fewer wrong purchases or returns, which is one of the biggest pain points.

For example, this is how AI Beauty Chat works on the Sephora website. It’s a built-in chat assistant that uses artificial intelligence to generate simple and helpful answers about product benefits, how to use it, or product recommendations.
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A similar AI chat is also used on Ukrainian websites, for example, on the Cosibella site. A user clicks the chat button, and the AI provides short, clear information about product features, helps choose the right product, or shares details about promotions and discounts.

Personal AI Shopping

A new trend is gaining popularity worldwide — conversational commerce. This is a format where a person doesn’t search on their own but instead asks ChatGPT or Gemini. For example, they might ask for recommendations on cool running shoes, trendy sunglasses, or five winter puffer jackets. Artificial intelligence searches based on certain parameters and provides an answer.

You can (and should) create this kind of conversational assistant for your own online store. So a potential customer can simply type in a field: “I need 25 cm white plates without design.” — and quickly get exactly what they’re looking for.

An AI use case like this speeds up the search for the right product. The customer feels satisfied because they didn’t spend an hour searching, and they go ahead and make the purchase.

The challenge for large marketplaces is their massive catalogs and filters that don’t always work accurately. Go to any website and try selecting a black T-shirt — how many truly black items, without prints, logos, or other visual elements, do you think will actually appear in the results?
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Conversational commerce is already the way people search for products. In the future, this behavior will become the norm rather than being occasional. That’s why your website needs to offer this option as early as possible.

For example, this is how the Zalando Assistant works. It’s an interactive AI assistant that helps users quickly choose clothing and accessories. A user can describe what they’re looking for (like a style, season, or occasion), and the system offers personalized recommendations from Zalando’s catalog.

In fact, it’s a smart chat that analyzes the request and selects products based on the described needs, saving users from browsing through hundreds of items.
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AI Review Summary

In the past, Amazon used to highlight that it had one of the largest product review databases on the internet. For users, this was helpful: they could read about a product’s pros and cons before buying it. But at some point, there were so many reviews that reading them felt like starting a thick book — there’s neither the time nor the desire for that.

At the same time, a large review base is a strong advantage for any website that has one. In this case, you should connect AI and let it do what it does best — pick out the most important points and create a summary.

AI analyzes all customer reviews and generates a short, clear summary with the key benefits and the most common points. This block appears on the product page as a separate element of social proof. For users, it saves time and helps them quickly understand the real experience of other buyers. For businesses, it means more trust, faster decision-making, and higher conversion rates.

Find Your Own Way to Implement AI

We described several ways AI can be implemented in most online stores. Still, we recommend looking for personalized, unique use cases that fit your specific business.

For example, Etsy has a special service called Gift Mode. It’s an AI tool on the Etsy website that helps users quickly find a perfect gift, even if they don’t know exactly what they’re looking for. It works like an interactive questionnaire: the user answers a few simple questions about the person they’re shopping for, and the system generates personalized gift ideas.
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Another strong example is IKEA Kreativ, a digital design assistant that lets users visualize and plan their home interiors. It uses artificial intelligence to create interactive 3D versions of rooms and show how furniture and décor will look in a real space.

There are dozens of similar cases, but they all have one thing in common: you can use AI in any way that helps people buy, understand your product better, or discover everything you offer. AI gives you more ways to present your services, products, and offerings — the key is simply to start using it.
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