Artificial intelligence is one of the most advanced technologies of this century. It has rapidly changed how people work, learn, and even communicate, and now it is shaping the way we shop.
For years, CPG (Consumer Packaged Goods) companies have been controlling the shelves, product placements, advertising campaigns, and discounts, all to appeal to people to buy. But with rapidly increasing technology, where buying decisions might be made before even the shopper enters the store, this model is no longer viable.
According to PwC's 2025 Future of Consumer Goods Survey, if people adopt AI at scale, CPG companies may experience a significant shift in demand and in how they shop. For example, consumers may use AI agents to place orders for them, reshaping their entire shopping journey.
This signals a significant shift in consumer behavior. The companies that control today's grocery aisles are facing a future where shoppers may not even visit stores at all.
In fact, almost half of the consumer goods executives surveyed by PwC believe their current business structures won't survive the decade, especially considering the pace at which AI is progressing.
If an AI platform can deliver the exact product the consumer needs at the right time, they won't care whether it comes from a legacy brand or a start-up. And unless companies can deliver such convenience, they may fail to stay competitive.
PwC says, "In five years, the phrase' grocery run' may sound as dated as 'dial-up'."
What the future looks like
PwC's survey found that 48% of all consumers expect to do more online ordering by 2030. While not all that surprising, the fundamental shift lies in how people want that shopping to happen. 31% of customers from all age groups say they plan to increase automated reordering through their smart devices. This is a significant shift in shopping behaviour in just five years.
This hints towards major AI integration across the shopping experience, ranging from product discovery to price comparisons to automated checkouts.
Automated shopping through AI
Smart kitchens already exist, but in the near future, we can expect to see AI-enabled kitchen appliances, such as refrigerators, that may track inventory, inform consumers when it's low, and even automate orders for them.
Similarly, AI agents will be able to create personalized shopping lists based on past orders and interactions. It may also recognize your spending habits, budget, and preferences, and shop on your behalf by comparing prices and choosing the best offer.
How industries may converge to meet new demands
According to PwC, consumers are expecting products to adapt to the changing technologies. Brands are not only focusing on marketing benefits, but they're also building ecosystems that can meet the changing demands.
This ecosystem, paired with AI, will enable innovative products to anticipate needs and act instantly. For example, a smartwatch can identify the user's health regimen and suggest products that may fit the consumer's actual needs accordingly. All they will need in the future is just one tap, and the task will be done.
The shift toward smarter, more responsive innovation
Innovation used to mean building a better product. But products are no longer one-dimensional. Consumers aren’t looking for features; they’re looking for solutions and outcomes.
Companies that pay attention to how shoppers' habits are changing and adjust their approach accordingly may survive this shift. And by innovating, it doesn't just mean automating; it means creating something that helps people in their everyday lives instead of simply adding more products to the shelf.
"To use AI strategically is to use it to drive sustainable advantage — not just to cut costs, but to outthink, outmaneuver, and outwit the competition by encoding responsiveness," said Stephen DeAngelis, Founder, President, and CEO, Enterra Solutions.
Artificial intelligence is starting to reshape how consumer goods companies operate, moving through every part of the value chain, from marketing and pricing to supply chains. While most systems still work in silos, the next step is toward interconnected networks that learn and adapt in real time.
To make the most of AI, companies will need to rethink how their operations work. That means creating systems that can evolve alongside the business and respond to change quickly. It could also mean teams working hand in hand with AI, sharing information more openly, and using feedback from every corner, from stores and warehouses to customer support, to make smarter, faster decisions.
"I think the org chart of the future will have humans — and AI agents that play roles alongside them. It will be a meritocracy of agents, just like it is for people," said Stephen DeAngelis.
A demand for safeguards
No doubt the future of shopping is headed towards automation. But there remains a general concern about how safe it is. While respondents do want automation, they do not want to give up control over final decision-making.
AI may suggest actions, but they want to be the ones to approve that decision. As per the survey, 29% of respondents would like to approve all the purchases before they happen. About 28% of respondents would like a 100% money-back guarantee if AI makes any mistakes in purchases.
Respondents also expect AI assistants to be more intelligent by explaining the rationale behind unexpected purchases and to be able to turn them off at any time.
People feel comfortable letting an AI assistant make purchases on their behalf, but they also want the whole process to be safe and transparent.
According to the PwC survey, the future of shopping is clearly AI-integrated. With the ability to anticipate our needs, manage our inventories, and personalize our experiences, AI integration may soon outdate traditional shopping.
As artificial intelligence continues to reshape every aspect of retail, companies may need to adapt to these changes. Only those who bring simpler and more innovative solutions will be able to stay competitive.
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