Gen AI is quickly becoming the front door to commerce, but not the checkout lane. To earn high intent traffic through a reshaped funnel, retailers & brands need to be discoverable in the platforms during research, inspiration, and price comparison. They need to earn this new high intent traffic through content + agentic commerce strategy.

Gen AI is a decision accelerator, not a transaction destination (yet). Awareness and usage are very high across generations (88% of respondents are familiar if not using, with 69% using already). But intent to purchase through Gen AI platforms is low with most respondents preferring to further research & transact on a brand or retailer website.

Consumer behaviour is changing fast, and 2026 is going to accelerate every shift we started to see this year. From frictionless shopping and fading brand loyalty to the rise of wellness tech, smart homes, and micro-communities, the year ahead will change more than what people buy. It will change how they discover products, make decisions, and connect with brands across channels and moments. 

In our latest survey of 1,000 consumers across the US, UK, and AUS/NZ, we explore how shoppers are broadening their use of different digital channels, platforms, and apps to seek inspiration and information about brands, products, and trends. This report reaffirms that consumers are embracing mode-centric shopping experiences and that AI platforms specifically are empowering them to get the contextual ideas and recommendations they expect.

How AI is changing what it means to be ‘on the list,’ turning data into discovery. Holiday shopping is a season of tradition. Families gather, retailers roll out promotions, and consumers search for the perfect gifts. Yet in 2025, traditions are colliding with a dramatic shift in how products are discovered, recommended and purchased. A growing share of shoppers, especially Gen Z and millennials, are kicking off holiday shopping on artificial intelligence platforms instead of search engines, social channels or direct retailer sites, marking a fundamental change in where and how commerce happens.

The luxury resale world is hitting a peak this holiday season as shoppers look for the best value on hard-to-find items. Bezel, which launched in 2022, typically sees at least 100% month-over-month growth going into November and December, said CEO Quaid Walker. This Cyber Monday, though, marked the single best day in the history of the business, and it was three times bigger than last year in terms of order volume and new customers.

Marketers who plan early, move fast, and stay flexible are the ones who win big, especially when customer expectations are evolving at lightning speed. This year is packed with big opportunities. New seasonal peaks, earlier buying behaviors, enhanced AI-powered personalization, and customers who expect seamless experiences every time they engage with your brand. If you want to be prepared, now is the time to get planning.

What are the trends shaping consumer sentiment and behavior in 2025—and what are the implications for brands and retailers? People are spending more of their time alone and online. Gen Zers don’t feel financially secure but are willing to splurge. In their search for value, shoppers are buying smaller pack sizes or lower quantities of their preferred brands.

These are some of the trends highlighted in McKinsey’s ConsumerWise research on consumer sentiment and behavior, drawing on a survey of more than 25,000 consumers in 18 countries. Two ConsumerWise leaders discussed the findings on a recent webinar, excerpts of which are featured in this episode of the McKinsey on Consumer & Retail podcast, hosted by Monica Toriello. An edited transcript follows.

Ask a dozen marketers, and some will say the customer journey has, in turn, collapsed, condensed, lengthened, looped, died and been born anew. What’s not up for debate is that it has fundamentally changed. That’s what Global CMO of Assembly Bria Bryant helped unpack when we met for a morning of shopping and shop talk. 

“If we look at the way consumer purchase behavior was back in the day, it was: You see an ad, you go to the store, you make a purchase,” said Bryant. “Now, it’s not as linear, and marketers really need to think about things more fluidly. Consumers also aren’t waking up in the morning and thinking, ‘today I’m [exclusively] a digital shopper.’”