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Rethinking AI Adoption: Who’s Really Using AI Shopping Assistants?

Rethinking AI Adoption: Who’s Really Using AI Shopping Assistants?

  • ARF; MSI

As AI assistants become fully embedded within e-commerce platforms, the question becomes: how are consumers actually using them? This MSI working paper analyzes the behavior of over 31 million users on a major travel platform to uncover who adopts shopping AI, when it is used in the purchase journey, and what consumers rely on it for. The findings reveal that AI assistants complement—not replace—traditional search, helping consumers navigate complex, exploratory decisions and reshaping how discovery happens online.

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Courageous Career Moments

Courageous Career Moments

  • WOMEN IN ANALYTICS

At the Women in Analytics luncheon during the ARF Commerce & Shopper Intelligence conference, inspiring female leaders shared defining moments of bravery—how they silenced self-doubt, navigated opposition, and turned fear into triumph. Attendees had the opportunity to participate in an energizing conversation and build meaningful connections with like-minded peers.

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When Language Becomes Targeting: How Gender Cues Shape AI Recommendations

When Language Becomes Targeting: How Gender Cues Shape AI Recommendations

  • Psychology of Gen AI
  • ARF; MSI; Iris Flex

As generative AI tools increasingly influence product discovery and decision-making, subtle cues in user language can shape what consumers are shown—and how options are framed. This second phase of the sixth study in the Psychology of Gen AI series examines how implicit and explicit gender signals affect AI-generated product recommendations, revealing systematic differences in categories, brand repetition, descriptive language and price information. The findings raise important questions for advertisers and researchers about bias, brand visibility and the growing cultural role of AI in shaping consumer norms.

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