I’ve been thinking quite a bit about what happens to product discovery when AI becomes more involved in shopping. We often talk about making the buying journey easier, removing unnecessary steps and helping customers find what they need faster. But not every purchase begins with a clear intention to buy something specific.

Sometimes people want to explore, compare or simply come across something they hadn’t considered before. New research from Mars offers an interesting perspective on how those two types of shopping might develop. Published on 6 October 2026, the study was developed with Kantar and Synthesis and draws on more than 180,000 information signals across four continents, including expert interviews, publications and industry research. Mars suggests that shopping could increasingly develop along two different paths: routine purchasing managed by AI and more engaging experiences built around discovery.

When routine shopping moves into the background

The first part of this vision is relatively easy to imagine. Instead of repeatedly searching for the same household or grocery products, customers could rely on AI assistants to monitor their needs, compare suitable options and suggest when to reorder. The customer would still be involved, particularly when approving purchases, but much of the research and selection process could happen automatically. Mars describes this as a move towards effortless shopping, where technology takes care of repetitive tasks.

For retailers and brands, however, this raises an interesting question. If customers no longer browse through familiar categories or regularly visit product pages for routine purchases, how will they encounter alternative products?

Discovery may become more important, not less

Mars expects physical stores and digital shopping platforms to develop more engaging experiences around personalization, discovery, and community. In this scenario, customers would spend less time completing repetitive shopping tasks and potentially more time exploring products and experiences that interest them. The research identifies three themes shaping this possible future: effortless purchasing, personal curation and experiential shopping.

For brands, the distinction could become important. A familiar product purchased regularly may need to remain relevant to an AI assistant managing a customer’s preferences. A new product, meanwhile, still needs an opportunity to attract attention and communicate why someone might want to try it. These are different communication challenges, even when they involve the same customer.

What this means for ecommerce businesses

Mars’s research is a forecast, not evidence that most consumers are already delegating their purchases to AI. However, it offers a useful way to think about how ecommerce messaging may need to evolve.

For routine purchases, product information may need to be especially clear, consistent and easy for automated systems to interpret. Product attributes, availability, price and suitability could influence whether an item is considered.

For discovery-led shopping, brands will still need to explain what makes their products interesting, relevant or different. And for retailers operating across several channels, the challenge may be keeping those messages connected. Making shopping easier should not mean making products harder to distinguish. If AI increasingly handles the practical side of purchasing, brands may have to work harder to remain recognizable and relevant when customers are ready to discover something new.

Sources

• • Mars — New research predicts a shopper journey free of chores and full of fun, 6 October 2026.

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Written by Iusti Ikert, Founder of In Between the Lines — a messaging and customer experience alignment studio for scaling product-led brands. I work with growing DTC companies to align brand promise, marketing, and operational delivery so they can scale without friction.

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