5 Ways AI Impacts Hybrid Shopping

The lines between online carts and shopping carts have never been blurrier, and that’s exactly how today’s consumers like it. One minute they’re comparing prices on their phones, the next they’re standing in an aisle scanning QR codes for reviews, and by evening, that same product shows up in their social feed with a “Still thinking about this?” nudge. 

Welcome to hybrid shopping, where convenience meets curiosity and the path to purchase weaves seamlessly between clicks and bricks.

As the 2025 holiday season approaches, the retail stage is set for another data-fueled shopping spectacle. While 51% of consumers plan to use online marketplaces, nearly half also intend to shop in-store at national and local retailers. The ability to navigate effortlessly between digital and physical touchpoints is the standard expectation for the modern holiday shopper

And behind this fluid experience? Artificial Intelligence. From smarter recommendations to predictive inventory, AI is the quiet driver behind hybrid shopping, helping brands meet customers wherever, whenever, and however they choose to shop. The question isn’t whether AI will change the way we shop, but how deeply it already has.

What Is Hybrid Shopping?

Hybrid shopping is the blend of online and in-store experiences, giving consumers the freedom to move naturally between eCommerce and brick-and-mortar channels. It provides consumers with the comfort of shopping online while enabling them to research or purchase those same products in brick-and-mortar stores. It’s not about choosing one channel over another, but about creating a consistent, flexible journey that fits how people actually shop today.

A shopper might browse online, test a product in-store, and complete the purchase through an app — or do it all in reverse! They might even choose options like Buy Online, Pick Up In Store (BOPIS) to pair digital ease with real-world speed. For brands, that agility demands connected product experiences across every touchpoint, a challenge increasingly powered and perfected by AI.

How AI Improves Hybrid Shopping

Artificial intelligence is transforming the hybrid shopping journey by bridging the gap between digital and in-store experiences. By analyzing data, predicting behavior, and personalizing interactions, AI empowers retailers to meet shoppers wherever they are, whether that’s online, in-app, or on the sales floor, with relevant, seamless experiences. 

Let’s take a look at five key ways AI enhances the hybrid shopping experience, helping brands create smarter, more connected, and more satisfying customer journeys.

1. Smarter Product Discovery

Finding the right product in a hybrid world shouldn’t feel like a treasure hunt. That’s where AI-powered visual and voice search steps in, making discovery faster and more intuitive. Instead of typing long or uncertain queries, shoppers can simply snap a photo, describe an item aloud, or use natural language to find what they’re looking for. IKEA’s app, for example, uses visual search to let customers take a picture of an item they like and instantly receive matching or complementary furniture suggestions. This turns inspiration into action by offering immediate, relevant results that mirror real-world intent.

Amazon’s app takes a similar approach with voice search, allowing users to tap the microphone icon and speak to look for products — no wake word or typing required. It’s a small but powerful example of how AI adapts to human behavior rather than the other way around. For hybrid shoppers moving between digital and physical worlds, these capabilities remove uncertainty and make product discovery feel more responsive.

2. More Tailored, Personalized Experiences

AI is redefining what personalization means in modern commerce. By analyzing browsing patterns, purchase history, and even subtle behavioral cues, intelligent systems can predict what shoppers want before they know it themselves. Sephora’s Virtual Artist app is a perfect example — it allows users to try on makeup virtually, but its real magic lies in how it recommends products! By understanding a shopper’s skin tone and preferences, the app suggests foundations and skincare products that feel tailor-made. It’s personalization that feels human, not because it replaces intuition, but because it enhances it.

Shoppers are clearly embracing this shift toward more interactive, tech-driven experiences. Between 40% and 45% of consumers say they’re interested in using AI-powered agents, voice assistants, or virtual reality (VR) tools to explore product features. Consumers want to experience products through immersive, intelligent tools that help them make smarter decisions. 

This depth of customization doesn’t just improve discovery; it influences buying decisions in powerful ways. Nearly half (49%) of shoppers say AI-powered recommendations directly impact what they purchase. Whether it’s curated product bundles or cross-sell suggestions, AI ensures that every interaction feels relevant, timely, and designed around real intent.

3. Faster Shopping with AI Checkout

ChatGPT’s new Instant Checkout transforms the hybrid shopping journey by collapsing discovery and purchase into a single conversational flow. When consumers ask ChatGPT for product recommendations, whether while browsing in-store via mobile, engaging via app, or just chatting at home, the system can display items that support Instant Checkout, allowing users to “buy” right there in the chat interface. No app switching, no redirecting to an eCommerce checkout page.

Consumers are ready for this kind of speed. Nearly a third (27%) have already used ChatGPT to make a purchase and said they would do it again, citing convenience and time savings as key advantages. Another 30% said they’d be open to trying AI-assisted checkout if brands clearly communicate how their data and payments are protected. 

In the context of hybrid retail, the rise of AI-powered commerce can blur the boundaries between offline and online touchpoints: a customer could be scanning items in a physical store, ask ChatGPT “which of these is the best deal,” and then buy the item via chat quicker than walking to the till. It also strengthens the value of conversational or voice interfaces as a real purchasing channel, rather than just a recommendation or comparison tool. That said, this shift also raises new challenges: brands may lose control over branded checkout experiences (upsells, cross-sells, branding), and managing trust, returns, and support becomes critical when AI intermediates the transaction.

4. Smarter Inventory and Supply Chain Management

AI is redefining how brands manage inventory and fulfill customer needs across both physical and digital channels – fundamental to delivering a seamless hybrid shopping experience. By analyzing real-time sales and operational data, AI enables retailers to anticipate demand more accurately, reducing waste and preventing stockouts whether shoppers are browsing online or visiting a store. This ensures that products are available where and when customers expect them, supporting consistent, convenient experiences across touchpoints.  A strong example comes from Unilever, the global CPG giant that uses AI to make its supply chain stronger as well as sustainable. Unilever leverages data-driven insights to proactively rethink how products are made, from sourcing new ingredients to refining formulas without losing quality.

Moreover, predictive analytics helps brands synchronize marketing, logistics, and merchandising in real time. By learning from search behavior, purchase trends, and local events, AI can help determine the best time to promote products, launch campaigns, or restock specific locations. The result is a connected ecosystem where every part of the business, from inventory management to customer engagement, works together to serve hybrid shoppers efficiently. In a world where online and offline retail are no longer separate, AI provides the intelligence needed to make every experience timely, relevant, and satisfying.

5. More Accurate, Reliable Product Data

Shoppers are increasingly discerning, and their trust hinges on the quality of information they see. When consumers can’t find the information they need, they leave. In fact, 77% of shoppers say they would abandon a site and look elsewhere if product details, pricing, or specifications were incomplete. In an era where research is rapid and comparison is effortless, missing or inconsistent information causes frustration and costs sales. 

AI plays a pivotal role in helping businesses deliver more reliable, consistent, and accurate product data, which is an essential ingredient in today’s hybrid shopping environment. By automatically detecting errors, filling in missing attributes, and standardizing data across multiple systems, AI ensures that product information remains consistent no matter where it appears. Machine learning models can analyze data from various sources like supplier catalogs, customer feedback, and online listings to identify discrepancies and improve accuracy at scale. This not only saves time for product and merchandising teams but also guarantees that shoppers see up-to-date, trustworthy information whether they’re browsing online or checking details in-store.

The impact on the hybrid shopping journey is huge. When customers encounter the same detailed, accurate information across touchpoints, they gain confidence in their purchase decisions. AI-powered enrichment tools can even personalize product data based on context, highlighting the most relevant attributes for each channel or customer type. By ensuring product data is both precise and contextually relevant, AI helps brands eliminate confusion, build trust, and create a unified, seamless experience from screen to shelf.

The Future of Hybrid Shopping Is Intelligent

As digital and physical retail continue to intertwine, one thing is clear: AI is enhancing and defining the hybrid shopping experience. From smarter discovery and personalized recommendations to seamless checkout and optimized inventory, AI empowers brands to meet shoppers where they are with precision and speed.

But AI can only be as powerful as the data behind it. Brands that invest in accurate, enriched product information will be the ones who stand out. With solutions like Akeneo PIM, part of the Akeneo Product Cloud, businesses can build the strong data foundation AI needs to thrive, creating meaningful product experiences that turn every interaction into an opportunity.