Akeneo predicts AI powered seismic shift in how the world will shop in 2026 and beyond

The next 18 months will reshape global retail more dramatically than any period in the past decade, according to Akeneo. It says that the convergence of AI, regulatory upheaval and a new wave of circular shopping behaviours is set to transform how consumers discover, evaluate and buy products.

Romain Fouache, CEO at Akeneo, notes that although AI powered commerce has accelerated sharply, with major retailers such as Walmart integrating ChatGPT assisted checkout, the technology is entering a critical trust phase.

His company’s research shows that only 27% of shoppers who have used an AI checkout experience intend to do so again, highlighting the importance of transparency and clear communication around how these tools work.

“AI doesn’t drive sales unless consumers trust it,” Fouache says. “In the 2025 holiday season, successful brands were those that could help shoppers understand how AI enhances accuracy, convenience and value.”

With more than half of consumers preparing to buy through third-party apps rather than brand websites, the traditional model of directing shoppers to owned channels is eroding. As Google, Amazon and ChatGPT become competing conversational storefronts, high quality, consistent product information has effectively become a brand’s frontline salesperson.

“A shopper may now discover, evaluate and purchase your product without ever visiting your website,” Fouache comments. “If your product data isn’t complete and consistent, you simply won’t show up.”

Akeneo expects agentic AI to begin playing a far more active role in purchasing itself. With a third of US consumers already open to the idea of allowing an AI assistant to make purchases on their behalf, the company predicts an immediate future in which shoppers describe their needs conversationally and delegate the entire purchasing process to an AI agent.

Meanwhile, regulation is poised to add a new layer of complexity. Akeneo highlights the potential impact of an upcoming US Supreme Court ruling on customs duties, along with expected changes to EU policy that may soften certain regulations while introducing far stricter enforcement at the border.

These shifts could revitalise the secondhand market by making resale more attractive both to consumers and to the brands themselves. Circularity is becoming a strategic imperative, particularly for retailers facing intense competition from ultra-fast fashion players.

Let’s get physical

There will, meanwhile, be a resurgence in physical retail. With Gen Z increasingly returning to malls and formerly online only brands rapidly opening stores, e-commerce risks losing ground.

Although consumers believe they get the best deals online, many are disappointed when products fail to meet expectations, which is reflected in the high return rate tied to major online sales events. Improving product data - its accuracy, completeness and consistency across every channel - is essential for rebuilding trust, Akeneo argues.

While AI investment is booming, with more than 1,300 startups now valued over $100 million, much of the current market is speculative. Yet, even if consolidation follows, the infrastructure built during this period will underpin the next wave of innovation, the company concludes.

RTIH AI in Retail Awards

RTIH proudly presents the first edition of its AI in Retail Awards, sponsored by VenHub Global, 3D Cloud and EdTech Innovation Hub.

This is now open for entries. Deadline for submissions is Friday, 5th December. It’s free to enter and you can do so across multiple categories.

Check out categories and entry forms here.

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Thursday, 29th January. This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.