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Artificial intelligence is becoming part of the festive shopping journey in India, with consumers turning to smart search, virtual try-ons, and recommendation tools before making purchases. A new InMobi Advertising study found that 80% of festive shoppers want an AI shopping assistant, while interest in specific AI features varies across generations. Millennials, in particular, show stronger interest in personalized recommendations than Gen Z.
Smart search suggestions emerged as the most popular AI feature in the study, attracting interest from 89% of respondents. Virtual product try-ons and “complete-the-look” suggestions followed at 81% each. AI-based recommendations were preferred by 75% of shoppers, while 73% showed interest in voice search or chat assistants.
The findings come from an on-device consumer study conducted between August 7 and 11, covering 1,110 consumers across Android and iOS devices, Tier 1 to Tier 4 cities, and different age groups. The survey suggests shoppers want help not just finding products but also narrowing down choices.
Virtual try-on tools are also gaining attention. The report said 79% of consumers were interested in personalized smart TV advertising that includes virtual try-on features. In one example cited by the report, fashion brand The Bear House said its AI-powered virtual try-on experience helped reduce website bounce rates by 50%, while add-to-carts rose 2.5 times and overall conversions increased fivefold.
The differences between Millennials and Gen Z become clearer when shoppers are asked about AI recommendations. 82% of Millennials expressed interest in AI-based recommendations, compared with 71% of Gen Z. Both groups, however, showed strong interest in smart search, with 90% of Millennials and 88% of Gen Z saying they would use such suggestions.
The two groups also respond similarly to some traditional shopping triggers. Limited-time offers influence 66% of Millennials and 66% of Gen Z, while short-video ads engage 66% and 65%, respectively.
Also Read: AI Shopping Bots May Buy the Wrong Products or Expose Card Data, Banks Say
AI is only one part of a broader change in how Indians shop during the festive season. The study found that 73% of shoppers make their final purchases online, with 58% researching and buying online and another 15% researching in stores before purchasing online. Online reviews remain important, with 75% using them before buying, while 53% turn to search and 47% use social or influencer content.
For brands, the shopping path is becoming less straightforward. Consumers can discover a product on social media, compare it through search, use an AI tool to assess it, and finally buy it online. This festive season, AI is increasingly becoming another step in that process rather than a separate technology experience.
