AI-Powered Shopping: Find the Right Fit in Less Time

Key Takeaways:

• AI shopping tools can make shopping research easier: They can scan and summarize product pages, specs, expert reviews and discussions real people are having (think forums like Reddit).
• AI tools can help you shop smarter: Save time, reduce research fatigue and highlight trade-offs (price, quality, durability, fit, features) across options.
• Shopping with AI can be personalized: Filter suggestions based on your budget, preferences, past purchases and intended use.

If you turned to AI as your shopping bestie over the holidays, you weren’t the only one. Recent Synchrony research found that many of us used AI tools to find the best gifts for the season. Our In Sync with Consumers survey found that 56% of consumers surveyed used generative AI in the 2025 holiday shopping season.

“AI is quickly moving from curiosity to habit,” explains Mike Storiale, Synchrony’s SVP, AI Technology & Transformation. “Not long ago, using AI to shop felt novel, interesting but optional. It sat alongside the familiar loop of search, scroll and compare.”

More and more often, AI tools can help you compare options, better understand product details, see reviews and personalized alternatives, and even help you plan purchases based on budgets and timing.

How AI is Changing Shopping

In the past, you may have spent hours checking options online, gathering recommendations from your peers or even comparison shopping in person at different stores. Now you can use an AI tool to research the many options available and tailor your search to your specific need. In many cases it’s as simple as:

• Chat: Interact with an AI app or feature
• Decide: Compare your options based on your conversation
• Buy: Click the link to the product or service and complete your transaction as usual

READ MORE: 5 Expert Tips for Shopping Online Safely

Practical Guide: How to Use AI Tools to Shop

Here are some tips for using AI tools for your everyday shopping.

Step 1: Chat

Start with a strong ‘shopping brief’

When you’re talking to AI to shop, make sure to get detailed. Include things in your conversation like:

• Your target budget range
• Must-have features vs. nice-to-haves of desired purchases
• How you’ll use the item(s) you plan to purchase
• Your specific preferences in terms of brands, materials, colors and more
• How soon you’ll need the item(s)

These details matter to help focus your shopping conversation, including sticking to within your budget guiderails. The more specific your input, the more personalized the AI can get with recommendations.

READ MORE: What is “Spaving”? Tips to Help You Outsmart the Viral Trend

Ask for a short list and rationale

Tell the AI what you need from it. How many options do you want it to provide? 3-5 with the best reviews? Top 10 most affordable? Ask it to explain why it chose what it did. And bonus points if you ask it to back up those recommendations with citations.

Step 2: Decide

Validate with reviews

AI can be helpful for collecting online reviews in one place. For example, you might ask AI to summarize the most common complaints, long-term reliability, and even sizing notes. AI shopping tools can sift through product reviews online and even social forums to show you what kind of experience other people have had with the product or service.

However, if you notice patterns in the reviews on the AI tool, you may want to follow up outside the tool. AI tools sometimes summarize and ‘average’ out reviews as they crawl content across sites, which may result in recommendations that aren’t the best fit for your needs.

Run a price and policy check

You can also use AI to help with your cost and buying research. More specifically, you can ask AI for price history, trusted sellers, shipping speed and even return and/or warranty comparisons.

As you use AI to shop, here are some tips to keep in your back pocket:

• Compare the same item across retailers to see the true “all-in” price (including shipping/taxes/fees) and what the delivery dates are likely to be
• Find coupons and eligible offers including whether you can stack deals, use membership/subscription pricing, or bundle discounts to save more
• Double-check the return details, like the return window, any restocking fees, how you’ll be refunded (original payment vs. store credit), and how long refunds typically take
• Review the fine print on warranties and how to file a claim, cancellation rules, price-match policies, and any buyer protections (especially for marketplace/seller items)
• Set alerts for price drops or restocks so you can buy at the right time without constantly checking

Step 3: Buy

You’ve had the conversation, narrowed down your options, and now it’s time to purchase. For now, you’ll navigate those transactions just like you usually do. You’ll navigate away from the AI tool and make the purchase on the businesses’ websites. But in the not-so-far future you’ll be able to make purchases from within the app or tool you’re using. That’s called agentic commerce: and it’s the future of online shopping.

How AI-Assisted Synchrony Marketplace Can Help

At Synchrony, we know that you’re making a lot of decisions every day. Shopping shouldn’t feel like extra work. That’s why we’re focused on making the buying process simpler with AI tools that support real-life needs.

Planning your next shopping trip? Check out the deals on Synchrony Marketplace today and use our AI assistant to spark ideas and choose with confidence.

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