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This report examines how AI affects each part of the consumer commerce journey: from discovery and evaluation, through to cart management, transactions, fulfillment, and post-purchase follow-up actions.


  • AI is streamlining the verification and authentication process. Biometrics (e.g., fingerprints, facial recognition) are increasingly used for identity management. More advanced voice biometric systems can not only match how a person sounds, but how they say things.
  • AI assistants offer new opportunities for commerce. Ovum's 2019 Digital Consumer Insights survey shows that commerce on AI assistants is gaining traction. Fifty-six percent of users buy products and services via voice – and with improving frequency.
  • AI is transforming advertising. AI is driving personalized advertising at scale, and is enabling adaptive marketing messages across channels, ML is also improving automated ad bidding while ML inputs are even being used to improve the advertising creative process.

Features and Benefits

  • Discover how AI affects the consumer commerce journey: discovery, evaluation, cart management, transactions, fulfillment, post-purchase follow-up actions.
  • Learn why customer intelligence is the foundation for consumer commerce – and how to build it.
  • Understand how AI is transforming advertising and payments.
  • Discover how AI is impacting pricing considerations and models.
  • See how AI is making post-purchase follow-up actions more effective.

Key questions answered

  • What impacts is AI having on consumer commerce (where, how) and what do I need to do about it?
  • Which technologies should I have on my radar (e.g., augmented reality, voice, visual search)?
  • How is voice commerce (payments, advertising) developing on AI Assistants?
  • Are consumer data privacy issue heightened in the context AI driven commerce?
  • What role does AI play in logistics, returns and customer support?

Table of contents


  • In brief
  • Ovum view
  • Recommendations

AI impacts on pre-purchase activities

  • Customer intelligence: paving the way for a successful journey
  • Search
  • Recommender systems
  • Advertising & marketing
  • Price comparisons
  • Product/service Q&A
  • Try before you buy virtual experiences
  • Geolocation intelligence

AI impacts on purchase-related activities

  • Pricing
  • Verification/authorization
  • Ordering
  • Payments
  • Fraud prevention
  • Data privacy
  • Cart abandonment
  • Purchase-related customer support

AI impacts on post-purchase activities

  • Inventory management
  • Delivery
  • Loyalty programs
  • Post-purchase follow-ups
  • Returns


  • Methodology
  • Further reading
  • Author