Jelly – Digital Agency
Generative Artificial Intelligence (AI) is radically reconfiguring the retail sector. Consumers have become more demanding and selective, forcing brands and retailers to adapt quickly. The Capgemini Research Institute‘s What Matters to Today’s Consumer 2025 study exposes structural changes in consumers’ purchasing behaviour and expectations.
This article explores the study’s main conclusions and offers a critical view of the future of consumption in the age of generative AI.
The age of personalisation: the end of search engines?
In this fourth edition of the annual study by the Capgemini Research Institute , the global survey included 12,000 respondents who helped brands and retailers understand their priorities, preferences and connect their strategies to meet evolving needs and behaviours (Capgemini, 2025).
In recent times, search engines were the main tool for finding products/services. However, 58 per cent of consumers have replaced traditional search engines with Generative AI tools such as ChatGPT to recommend products and services (Capgemini, 2025).
This phenomenon represents a structural transformation in digital marketing. Brands need to adapt to a new dynamic, where AI filters the options and suggests products based on purchase history, preferences and even interactions on social networks. If companies don’t adjust their SEO and advertising strategies to become relevant within AI models, they risk losing visibility.
Social networks: from interaction space to sales engine
Social Commerce is no longer an emerging trend; it’s an established reality. 53 per cent of Gen Z consumers bought via social networks (Capgemini, 2025), a significant increase on the previous year.
Brands must rethink their digital presence. It’s not enough to have an active profile; it’s essential to create influencer strategies, live shopping and collaborations with micro-influencers, as 70% of shoppers on social networks seek advice from influencers, compared to 50% last year. Currently, 67% of consumers notice adverts on retailers’ websites and apps, compared to 63% on social media. Only 27 per cent of consumers say they frequently use social media for customer service.
The logistics revolution: unrealistic expectations?
Speed of delivery has become a determining factor in purchasing decisions. By 2025, 65 per cent of consumers expect delivery options within two hours, a significant increase from 34 per cent in 2023.
The pressure for speed is challenging supply chains. To meet expectations, retailers like Amazon are investing in AI to optimize delivery routes in real time. However, there is a worrying contradiction: consumers want speed, but aren’t willing to pay enough to cover the costs. The pressure on supply chains is unsustainable, leading companies to compromise profit margins to meet unrealistic expectations. The dilemma for retailers is to find a balance between speed, operating costs and sustainability without collapsing financially.
Sustainability: the new decisive factor in choosing brands
Consumers are becoming increasingly selective and demanding. The study reveals that 67 per cent of consumers say they would stop buying from a brand that does not adopt sustainable practices (Capgemini, 2025). And it’s not just about eco-friendly packaging: consumers expect concrete measures in waste reduction, renewable energies and social responsibility.
Companies like IKEA, which promotes furniture reuse programmes, and Carrefour, which uses policies to avoid food waste, are leading this transformation. Brands that ignore this trend run a serious risk of losing market share.
Data shows that the consumer of 2025 is more digital, demanding and aware of the impact of their purchases. For brands, this means the need for three major changes:
- Massive adoption of AI to personalise experiences and recommendations.
- Reformulation of the social media strategy, focusing on interaction and digital influencers.
- A real commitment to sustainability, going beyond words and implementing real practices.
In addition, 46 per cent of consumers are enthusiastic about the impact of Generative AI, while 58 per cent prefer to rely on these tools over traditional search engines for product recommendations. The trend is clear: 68 per cent want a ‘one-stop shop’ that aggregates search results, social networks and retailers’ websites, simplifying the purchasing journey.
The market is changing at an unprecedented rate. Companies that know how to balance technology, sustainability and convenience will be ahead in this new era of consumption. Those that ignore these transformations could be left behind faster than they realise.
