Artificial intelligence is changing the way we shop

Technology can help you choose. But the final decision should always be yours.

For years, consumers have searched for products through search engines, marketplaces, price comparison websites and online reviews.

Artificial intelligence now offers another possibility: describing what we need and asking a digital assistant to identify products, compare alternatives and explain technical specifications.

This is an important transformation for individuals, families, professionals and businesses.

But one question deserves particular attention: when an AI system recommends a product, do we really know why it has chosen that recommendation?

More importantly, how can we verify that the suggested product is actually right for us?

Discover Kalindra — The Marketplace of Conscious Choices: products, services, information and assistance to support more informed purchasing decisions.

According to Deloitte's The State of Agentic Commerce in Europe, published in July 2026, 56% of the 13,500 consumers surveyed across 15 European countries had already used AI tools when shopping.

However, the study also revealed an important limit to trust in automated decision-making: only 8% of surveyed consumers who used AI for shopping were willing to delegate their purchasing decisions entirely to the technology.

Many consumers appreciate AI-powered assistance but still want to remain in control.

AI can accelerate product research, simplify comparisons and organise complex information.

The final purchasing decision, however, should remain with the consumer.

One of AI's greatest strengths is its ability to organise information and identify relevant comparison criteria.

Imagine purchasing a household appliance, a professional treatment chair, a commercial oven or equipment for a beauty salon.

An AI assistant may help you evaluate dimensions, energy consumption, features, maintenance requirements, compatibility and overall costs.

However, useful answers require carefully formulated questions.

Instead of asking, "What is the best product?", try:

"Help me compare three solutions suitable for my needs. Explain their technical differences, total costs and the details I should verify before ordering."

This approach makes it easier to understand the available alternatives rather than automatically accepting the first suggestion.

The best product is not necessarily the most expensive, the most popular or the most heavily advertised. It is the product that meets your actual requirements.

AI systems can generate convincing answers even when the information is incomplete, outdated or incorrect.

An assistant might suggest an old price, confuse two similar product models or indicate availability that has not been confirmed.

This is why consumers should distinguish between AI-generated suggestions and verified commercial information.

Before ordering, always check the exact model, technical specifications, availability, final price, delivery conditions and seller identity.

Artificial intelligence should help us ask better questions, not eliminate the need to verify the answers.

Price is a major consideration, especially when households and businesses must carefully manage their spending.

However, an attractive discount does not necessarily mean a genuine saving.

Between November and December 2025, the European Commission and national consumer protection authorities examined the commercial practices of 314 online traders.

The findings, published on 26 March 2026, showed that 30% of the traders checked used incorrect reference prices when advertising discounts.

As a general rule under EU law, advertised price reductions must refer to the lowest price charged by the seller during the previous 30 days, subject to applicable exceptions.

AI can help compare offers, but buyers must still check the actual price, delivery costs, taxes and contractual conditions.

A good offer is more than a low price: it is a purchase that delivers genuine value.

For further reading, see our Black Friday 2026 shopping guide.

Customer reviews can be extremely useful, but they are not always authentic, representative or sufficiently detailed.

An AI assistant may summarise hundreds of opinions without accurately detecting manipulated, duplicated or promotional content.

Before relying on a rating, consider where the reviews come from, how specific they are and how the seller handles customer complaints.

An isolated negative review does not automatically prove that a company is unreliable. The way a business responds to difficulties may be equally revealing.

Using AI to compare products should not require you to share confidential personal data.

Avoid entering passwords, complete payment card numbers, banking credentials, identity documents or sensitive business information into general-purpose AI systems.

Before making a payment, confirm that you are using the merchant's genuine website or an authorised payment provider.

You should also review the privacy information of the tools you use and understand how your data may be processed.

Digital convenience should never come at the expense of security.

Technology changes, but consumer protection remains essential.

In general, consumers making online purchases from professional sellers under EU rules benefit from a 14-day right of withdrawal, subject to certain exceptions.

Consumer goods are also generally covered by a minimum two-year legal guarantee of conformity.

Different requirements may apply to business-to-business transactions, personalised goods, certain services or purchases involving traders outside the European Union.

Before ordering, identify the actual seller and review the contractual conditions.

A product being recommended by artificial intelligence does not remove applicable consumer rights.

When an AI assistant recommends a product, it is reasonable to ask where the recommendation comes from.

Depending on the service, suggestions may rely on incomplete product catalogues, information supplied by merchants, ranking methods or commercial content.

Some platforms may also display sponsored results.

An AI system may not have access to every alternative available on the market.

A recommendation should therefore be evaluated, not automatically accepted as the best choice.

Six essential checks before purchasing

→ The product: verify the model, specifications and suitability for your needs.

→ The price: check the total amount, including delivery, taxes and mandatory fees.

→ The seller: confirm the company's identity, contact details and commercial conditions.

→ The reviews: assess the source and reliability of customer feedback.

→ Consumer protection: understand your rights, returns and after-sales assistance.

→ The AI recommendation: verify its sources, how current the information is and any disclosed commercial influence.

This practical checklist can help reduce mistakes, from everyday purchases to professional equipment investments.

According to Eurostat, 35.4% of online shoppers in the European Union reported problems when purchasing through websites or apps, based on a 2025 survey published in March 2026.

Common difficulties included slower-than-expected delivery, poorly functioning websites and incorrect or damaged products.

Technology can simplify many stages of shopping, but it does not always understand every practical circumstance.

A business may need equipment meeting precise technical requirements. A family may need to respect a budget. A professional buyer may have questions about dimensions, installation or maintenance.

In these situations, direct communication with a knowledgeable person can provide valuable additional support.

Technology makes research easier. People help clarify individual needs.

At Kalindra, we believe shopping should involve more than choosing a product.

Through our marketplace, Kalindra Magazine and our assistance services, we aim to help customers understand their alternatives and find solutions suited to their needs.

We do not see artificial intelligence and human assistance as opposing approaches.

Technology can make product research faster. Reliable information supports comparison. Human interaction can help clarify individual requirements.

The final choice should always belong to the customer.

Can artificial intelligence find the best price?

AI can help search for and compare offers, but it cannot guarantee that every price is included or up to date. Always verify the final conditions directly with the seller.

Can I trust products recommended by AI?

Recommendations can be useful starting points. However, you should verify product specifications, compatibility, sources and commercial conditions.

Will AI replace online marketplaces?

AI may significantly transform how consumers discover and buy products, but it is not possible to predict that it will replace every ecommerce platform.

Is it safe to use AI for shopping?

It can be, provided that you protect personal information, verify websites and use trustworthy payment methods.

What is the advantage of human assistance?

It can help clarify specific needs, explain technical details and provide personalised guidance.

Do European consumer rights apply to AI-assisted purchases?

In general, consumer rights depend on the contract, the seller and the applicable law, not on the technology used to discover a product.

How can I make more informed purchases?

Define your needs, compare equivalent products, verify prices and conditions, assess the seller and ask questions whenever necessary.

→ Deloitte: The State of Agentic Commerce in Europe, luglio 2026

→ Commissione europea: Online sales practices, March 2026

→ Eurostat: Problems experienced by online shoppers, march 2026

→ Your Europe: Consumer rights