Retailers are redirecting their digital investment priorities, with AI shopping assistants emerging as the top focus for technology spending over the next few years. According to a recent report commissioned by Visa Acceptance Solutions, these AI-powered tools have surpassed established digital features like cross-channel shopping, stored payments, and mobile apps in merchants’ development plans.
The report, which surveyed thousands of consumers and merchants across the United States, Brazil, and the United Arab Emirates, reveals that 37% of retailers plan to invest heavily in AI shopping assistants. This surge corresponds with a decline in support for several legacy digital capabilities, suggesting a strategic reallocation rather than abandonment. Merchants are becoming more discerning about where their budgets and resources can yield the greatest returns as AI’s role in retail expands.
Consumer behavior is a key driver of this shift. Nearly half of online shoppers recently used AI tools during their last purchase to compare products and gather information. Moreover, nearly two-thirds expect to use AI assistants in the near future, reinforcing why retailers see these tools as a critical competitive frontier. The increasing reliance on AI for product discovery and decision-making has prompted merchants to place it at the center of their digital strategies.
However, the changing investment patterns raise questions about the future of other digital shopping features. Cross-channel shopping capability, for example, saw a notable drop in merchant support despite stable consumer demand. Similarly, backing for stored payment methods declined as user interest continued to grow slightly. This trend highlights how retailers balance maintaining mature features against the imperative to innovate with AI.
As the retail landscape evolves, companies are carefully weighing which digital functions require continued enhancement and which have reached saturation. The growing emphasis on AI assistants signals a new phase where technology investments pivot toward personalized, intelligent shopping experiences that align more closely with contemporary consumer expectations.