The Future of Shopping: AI Commerce

Abstract As Generative Artificial Intelligence (GenAI) like ChatGPT introduces retailing features such as product search, recommendation and checkout, there may be significant impact to retail, e-commerce, digital marketing, and search engines (SE). This study aims to foresight impacts of GenAI applications in such areas, especially e-Commerce. Speculative scenarios derived from signals covering the impact of GenAI on e-commerce, SE, SEO/SEM, shopping assistants, customer purchasing intention, human digital twins, and Large Language Models (LLM) monetization. A 2x2 Scenario Planning Matrix (SPM) speculates how LLM companies (LLMCs) may monetize through advertising or direct sales versus users’ data trust levels. The SPM proposes a probable "AI Commerce” future where GenAI replaces SE and traditional e-commerce for all online purchasing. Other probable futures include GenAI advertising monetization and potential LLM acquisitions by SE companies. A preferable future with enhanced customers data privacy control is proposed. Diegetic Prototypes (DPs) illustrate probable and preferable futures. Speculative scenarios and DPs help retailers and marketplaces understand GenAI's potential to reshape e-commerce, digital marketing, SEs and online consumer behaviour overall.