New research reveals shifting consumer expectations around artificial intelligence — and what retailers must do to earn trust, save time, and stay relevant.
Practical Turn in the AI Conversation
Walmart’s new Retail Rewired Report offers a timely look at how artificial intelligence is reshaping the retail landscape — and what today’s consumers are really looking for. Far from chasing the latest tech trend, most shoppers now expect AI tools to deliver simple, useful, and time-saving results.
According to the data, 27% of consumers now trust AI-driven product recommendations, slightly ahead of influencer endorsements at 24%. The report suggests this marks a turning point: people are less interested in AI as a novelty and more interested in what it can actually do.
Utility Over Novelty
What’s winning consumers over isn’t flashy innovation — it’s everyday functionality. Shoppers are using AI to compare prices, check delivery timelines, monitor price drops, and filter options based on past behaviour. It’s a shift that puts AI in the role of a behind-the-scenes assistant rather than a decision-maker.
That distinction matters. Nearly half of respondents said they would not trust an AI agent to manage an entire shopping trip. For groceries, furniture, or emotionally significant purchases, shoppers still want control — and human judgement.
The Speed Factor
Speed remains one of retail’s strongest differentiators. Sixty-nine percent of those surveyed said the overall speed of the shopping journey influences where they choose to shop. Among parents, that number climbs to 80%. While digital assistants are being adopted, only half of shoppers say they actually save time. The rest remain unsure.
Retailers that position AI as a time-saving tool, rather than an intrusive layer, are more likely to gain consumer buy-in. But speed alone isn’t enough.r
Tust Still Has Limits
The report outlines four areas where retailers must tread carefully. First, traditional search methods still dominate — most shoppers begin their buying journey by typing into a search bar, not through AI or voice assistants. Second, comfort with AI varies widely depending on the product category. Trust tends to drop when the stakes are higher.
Third, consumers are clearly asking for human-in-the-loop systems. They want AI to recommend, not replace. Fourth, and perhaps most critically, data privacy is non-negotiable. Shoppers want transparency, minimal data collection, and clear controls.h
What This Means for Retailers
The main lesson for retailers is straightforward: shoppers want AI that works for them — not in place of them. Technology should enhance the experience without taking it over. Control, clarity, and time-saving features are where the value lies.
Walmart’s report positions AI as a tool that is becoming invisible — integrated into the background of everyday retail, but only when it meets expectations around trust, speed, and utility. For grocery and FMCG players, the takeaway is clear: the future isn’t about more AI. It’s about better use of it.
