The Consumer Signal: AI Is Becoming a Shopping Habit

According to Salesforce’s Connected Shoppers Report, 39 % of consumers are already using AI for product discovery, in other words, to help them decide what to buy.

And in fashion specifically, The Business of Fashion’s State of Fashion 2025 Report shows just how strong that appetite is:

• 79 % of fashion consumers say they would find it helpful for AI to understand their specific needs and recommend products.

• 82 % say they want AI to reduce the time they spend researching what to buy.

Consumers are clearly open to AI support, not just to browse faster, but to make more confident, personalized decisions.

Why Brands Must Respond

If consumers already use AI to guide their shopping journeys, brands can’t afford to stay passive.

When shoppers rely on external AI tools or marketplaces to get that guidance, the connection with the brand weakens. The experience, and the data, shift outside the brand’s ecosystem.

But introducing AI doesn’t mean replacing people. At Contour Lab, we believe AI is an efficiency tool, not a replacement for your team. It empowers your stylists, merchandisers, and e-commerce managers to deliver smarter, faster, and more personalized experiences, while keeping human expertise and brand storytelling at the center.

Most AI tools today focus on automation, scanning catalogs, matching metadata, or optimizing checkout, but they often miss the deeper human context that makes a shopper feel truly understood. That’s where the next generation of retail intelligence must evolve.

How Contour Lab Goes Further

At Contour Lab, we help fashion brands own this experience, and make it truly personal.

Our AI Shopping Advisor doesn’t just recommend products. It builds a Fashion Passport for every shopper, combining body morphology, color attributes, and style preferences to deliver advice that feels uniquely theirs.

It’s not AI that shops for your customers. It’s AI that understands them.

For brands, that means higher conversion, fewer returns, and stronger long-term loyalty, all while keeping control of the customer relationship and data.

The Takeaway

The rise of AI-powered shopping is a clear consumer signal: shoppers are ready for technology that understands their style, their fit, and their intent.

Now it’s up to brands to meet that demand.

If the signal from consumers is that strong, the opportunity is clear: bring that same intelligence to your own e-commerce experience, powered by your team, amplified by AI.

That’s exactly what Contour Lab enables.

If you’re ready to explore how Contour Lab can bring this level of personalization to your brand, let’s talk.

Book a 20-minute call, we’ll show you how our Fashion Passport can deliver measurable ROI within months.