Shoppers sign up for AI product discovery, but still look to marketplaces to complete their purchase
Consumers favour universal AI shopping assistants such as ChatGPT and Claude over AI tools embedded within merchant platforms for product discovery but prefer recognised marketplace brands to complete transactions, according to research from payments consultancy PSE Consulting.
Its study of 4,250 consumers across the UK, US, France and Germany who use AI for online shopping found that 74% prefer an independent AI assistant, either a universal tool such as ChatGPT or Gemini that works across multiple platforms and providers (41%), or a specialist AI assistant focused on a specific category such as travel, finance or healthcare (33%).
By contrast, just 10% say they want their AI shopping assistant embedded directly within a retail, travel or delivery platform. The research also found that price is the single biggest driver of AI assisted shopping, with consumers primarily using AI to compare offers across multiple merchants rather than relying on a single retailer or platform.
Independent AI assistants are well suited to this role, enabling consumers to search and compare products and prices across multiple sellers and providers instead of being limited to the commercial ecosystem of one platform. This suggests that platform embedded AI may be better positioned further down the purchase funnel, helping consumers refine choices, evaluate options, personalise recommendations and complete transactions once they have narrowed their shortlist.
Consumers do not expect AI assistants to reduce the role of marketplaces in online commerce. 90% expect their use of retail marketplaces and travel platforms to stay the same or increase as AI adoption grows, while 88% say the same for food delivery platforms. Just one in ten expect to reduce their use of retail and travel marketplaces, rising only slightly up 12% for food delivery.
Chris Jones, Managing Director at PSE Consulting, says: “There has been a narrative that agentic AI would make marketplaces less relevant by allowing consumers to curate the internet in their terms, rather than relying on marketplaces. What the research suggests instead is that consumers increasingly see discovery and execution as distinct stages of the shopping journey. Consumers increasingly want AI to help them navigate choice across the internet, but they still rely on established brands such as marketplaces when it comes to fulfilment, payments, logistics, customer service and operational trust.”
He adds: “The implication for merchants and platforms is significant. The competitive battleground is moving upstream into the AI discovery layer. Success will depend on whether products and services are surfaced by AI assistants before consumers ever enter a marketplace environment.”
The research also suggests that platform embedded AI will complement rather than compete with independent AI agents. While consumers increasingly favour independent assistants for product discovery and comparison across multiple ecosystems, marketplace AI can add value further down the purchasing journey by supporting product evaluation, personalisation and transaction completion.
2026 RTIH Innovation Awards
AI will be a key focus area at the 2026 RTIH Innovation Awards.
The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.
Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.
Check out our 2025 winners here.
Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.
In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”
“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”
He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”
Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.
