Despite its swiftness and ease, online shopping has always been in danger of sacrificing a key element: the feeling of finding something new that makes shopping fun. While quick purchases and fast shipping have been mastered, has this come at the cost of losing the spark of inspiration? With AI-driven search changing the way people discover items online, retail is now moving into a new era where shopping can begin with a picture, a concept, or an emotion, rather than just a word.
1. Digital sales are projected to exceed $8 trillion by 2028.¹ However, Criteo reports that 75% of shoppers still find online shopping the least stimulating method.² This conflict between convenience and engagement is now shaping the future of retail. I contend that the future goes beyond quicker transactions; it involves assisting individuals in imagining their ideal lifestyle and then enabling them to purchase that vision.
With changes in how people shop, finding something that sparks interest, rather than just getting details, is quickly becoming the initial step. However, this change brings up an important issue: if AI speeds up the finding process, can it still maintain the human element of inspiration? Platforms and stores must make sure that technology doesn’t stifle creative thinking. The most exciting developments are still ahead. Technology can actually make creativity even stronger.
The increasing prevalence of AI in the process of making new findings.
Visual search is key to this change. Appealing visuals have always been central to shopping – think of an attractively arranged storefront, the sheen of fresh leather, or the delight of discovering a striking dress or a book you weren’t planning on purchasing. AI-driven visual search is now recreating that same impulse online. It enables users to locate items using pictures instead of words, effectively transferring the “see and desire” experience from the real world to the digital realm.
AI-powered visual search is getting better at reading between the lines of images, going beyond simple pattern or color recognition to grasp the artistic purpose behind them.PinterestLeveraging a complex “taste graph” that charts billions of user interactions—searches, saves, Pins, and clicks—the platform uniquely combines artificial intelligence with changing human preferences. This allows it to understand not just the content of images, but also the user’s creative aspirations. This equilibrium is crucial: overly directive AI results in uninspired discovery, whereas AI guided by human taste ignites creative inspiration.
The shopping habits of Gen Z and their fresh perspective.
This transformation is most evident in Gen Z’s behavior, as they redefine how things are found online. Making up more than half of Pinterest’s user base,⁴ they view shopping as a way to express themselves. PowerReviews reports that they are 68% more inclined than older generations to begin their shopping with a visual like an image or video,⁵ demonstrating that inspiration now comes before a specific purchase goal.
This generation prioritizes being genuine and having things tailored to them. The retail sector faces the task of satisfying this desire for self-expression in a way that feels natural online. Today’s leading retailers don’t impose trends; instead, they support individuality, allowing customers to explore options based on their feelings, body shape, or preferred aesthetic. They leverage AI to highlight diversity, rather than simply promoting items. Gen Z, especially, quickly rejects algorithms that feel overly invasive. The potential reward – and the danger – lies in employing AI to expand choices, not limit them. Features like customizable wishlists, personalized filters, and mood boards are more than just tools; they enable each customer to see and investigate their own tastes.
With the distinction between what sparks interest and what’s deliberately planned becoming less clear, retailers are reconsidering their strategies for forging emotional bonds with shoppers. In visually driven spaces, brands are no longer forced to pick between narrative and commerce; they can achieve both simultaneously. When finding something feels natural and pertinent, even sponsored material can act as a source of ideas, rather than an unwelcome distraction.
Retail’s next chapter
Shopping used to be all about engaging the senses – the allure of colors, the feel of fabrics, and the spark of imagination. Now, technology can recreate that enchantment online. On platforms where users are receptive and creatively driven, AI-powered visual search is turning a simple search box into a dynamic digital storefront, ripe for exploration. We’re nearing the next stage of retail’s development, blending potential with practicality, and combining the broad scope of online sales with the emotional impact of visual exploration. I look forward to seeing it unfold.
High streets have long been the benchmark for captivating shopping experiences, with establishments such as Selfridges in London and Le Bon Marché in Paris transforming shopping into a theatrical event. Now, technology provides an opportunity to reinvent and redefine that feeling of amazement for the digital world. The critical factor for success lies in AI’s ability to maintain the subtle emotional aspects of discovery – that thrill of encountering something novel and feeling a sense of connection – rather than simply turning inspiration into a series of calculated forecasts. The future of retail will be shaped by those who can seamlessly blend inspiration and purpose through visual search, empowering shoppers to not only locate their desired items but, more importantly, to envision the realm of possibilities.
Endnotes – all accessible to the public
1 – Shopify (October 2024), Worldwide Online Sales Expansion Analysis
2 – Criteo & Havard PR (February 2025), “The Spark of Discovery: Reigniting The Emotion of Ecommerce”. Study conducted among 6,000 consumers and 600 brand leaders across six markets (UK, US, France, Germany, Japan and South Korea).
3 – Pinterest Q3 Earnings Report, Global 2024
4 – Pinterest Q2 Earnings Report, Global 20255 – PowerReviews (2024) “Consumers’ Growing Reliance on Visual Content”
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