RetailTech: AI in Digital Commerce—GenAI Supercharges Retail to Provide a Seamless Shopping Journey

Published – May 2025

From personalized messages that grab attention in seconds to virtual stores built in hours—not weeks—AI is transforming digital commerce.

In this RetailTech report, we explore how AI/ML (machine learning) and GenAI (generative AI) technologies are redefining every step of the customer journey—from awareness and consideration to purchase and retention.

How can retailers adapt to shrinking consumer attention spans? And what does it take to create seamless, personalized experiences across online and in-store channels? Dive into our insights to find out.

We cover key topics including digital marketing and personalization, retail media, virtual stores and more.

Data in this research report include:

• US e-commerce and total sales market size and projected growth, 2024–2029E
• Proprietary US consumer survey findings—Adoption of virtual stores among US-based brands and retailers, and the impact of this technology on sales performance

Introduction

Market Scale and Opportunity

AI in Digital Commerce: Coresight Research Analysis

1. Awareness: AI Generates Personalized Messages That Capture Consumer Attention in a Noisy Landscape
2. Consideration: AI-Powered Retail Media Serves Relevant Ads to Foster Interest
3. Purchase: AI Enables Immersive Experiences to Drive Conversion
4. Retention: GenAI Enables Scalable, Personalized 24/7 Customer Service

What We Think

• Implications for Brands/Retailers
• Implications for Technology Vendors

Notes

7-page PDF report

7-Eleven, Instacart, Obsess, Persado, Quad, Saks Global, Salesforce

• US E-Commerce: Sales (Left Axis; USD Bil.) and Growth (Right Axis; YoY % Change)
• Opportunities to Enhance Digital Commerce Using AI /GenAI Across Four Stages of the Shopping Journey
• Virtual Stores: Investment Rate (Left) and Impact on Online and Total Sales Performance (% of Respondents)