Consumers aren't ready to let AI shop for them, but retailers must prepare for what's next, AlixPartners report finds

New data reveals that shoppers are scrutinizing quality more closely as prices rise, with 86% saying price and quality must align.

Influencer partnerships decline in importance by one-third year over year among specialty retail shoppers as interest in brand collaborations rises.

NEW YORK (October 20, 2026) -- Just 10% of consumers currently begin product discovery with AI, and most aren't ready to let AI agents make fashion purchases on their behalf. But with adoption rising among younger shoppers, retailers need to prepare for a future in which AI plays a greater role in purchasing decisions, according to new research from AlixPartners. 

The findings come from the AlixPartners 2026 Consumer Sentiment Index, which surveyed more than 9,000 U.S. consumers to examine how evolving shopping habits, emerging technologies, and shifting expectations around value are influencing purchasing decisions across the fashion industry. 

Beyond AI, the report highlights significant shifts in consumer expectations, with 86% of respondents saying price and quality must align and the importance of influencer partnerships declining by one-third among specialty retail shoppers since 2025. The findings also point to new challenges for apparel retailers as growing GLP-1 use affects sizing demands and inventory planning.  

“AI is beginning to change how consumers shop, even if they're not yet ready to let it make purchasing decisions for them,” said Sonia Lapinsky, Global Lead of Fashion and Partner & Managing Director at AlixPartners. "Retailers need to recognize that this shift is coming and start preparing now. Those that wait until AI-driven shopping becomes mainstream risk falling behind.” 

While AI is gaining traction, consumers continue to prioritize the fundamentals of shopping. The report found that 87% consider product availability important, 84% value clean, easy-to-navigate stores and 81% prioritize access to helpful store associates. By comparison, 57% consider innovative shopping technology important, underscoring the need for retailers to balance new capabilities with consumers' existing expectations.  

Key Findings from the 2026 Consumer Sentiment Index

• GLP-1 medications are reshaping apparel sizing and inventory: Among activewear shoppers, the importance of inclusive product options declined from 55% in 2024 to 37% in 2026. Meanwhile, the importance of consistent fit and sizing rose from 29% in 2025 to 54% in 2026. Interest in services such as alterations also increased 29% versus last year. With 11% of Americans using GLP-1 medications, according to Gallup data cited in the report, changing body sizes are presenting new challenges for apparel retailers. AlixPartners' analysis of retail assortments found declines in plus-size offerings at ASOS, H&M, and Reformation. 
• Social commerce is evolving beyond influencer partnerships: 81% of consumers polled have purchased through social at least once this year, while only 6% say they start product discovery there. Among specialty retail shoppers, the importance of influencer partnerships has declined by one-third since 2025, while interest in brand collaborations has risen. The data show that the traditional social fashion model, where influencers post affiliate links and drive instant sales, is fracturing as consumer skepticism grows and AI-generated content dilutes digital trust.
• Consumers are demanding greater value as apparel prices rise: 86% percent of consumers say price and quality must align, while 88% consider transparent pricing important. AlixPartners' analysis found that average advertised full prices for women's apparel increased 15% over the two years through August 2026, putting greater pressure on retailers to demonstrate value through quality and pricing transparency.
• AI adoption varies by generation and income: One in 10 consumers now begins product discovery with AI, rising to 14% among Gen Z and Millennials. Interest in shopping technology is particularly strong among higher-income consumers, with 68% of those earning $150,000 or more considering it important, compared with 53% of those earning less than $45,000. Among Gen Z consumers, 28% consider innovative shopping technology very important.
• Physical stores make a comeback: Consumers are treating shopping in a store as a social and hands-on activity and stores as a“third space” between home and work. To meet this change, retailers such as Coach, Ralph Lauren, and Dick’s Sporting Goods have invested in highly engaging, experiential retail settings, such as cafés, customization centers, and interactive sports testing zones. The efforts have helped lead to year-over-year basket size growth by 8% at Coach, 7% at Ralph Lauren, and 3% at Dick’s.
• What consumers want: Beyond the basics, 68% of consumers say personalized service is important, and 63% want a data-driven experience. Interest in newer store features is more modest: 56% want virtual try-on, and 49% want experiential elements such as “non-shopping experiences.” Ultimately, consumers still place greater importance on the fundamentals of retail than on futuristic store features or high-tech extras.

Research Methodology 
Between July 14 and July 24, 2026, AlixPartners surveyed more than 9,000 consumers on their preferences and priorities across 140 retailers and nine retail sectors: accessories, jewelry, luxury, footwear, outdoor and active, specialty, department store, mass and club, and off-price. The research examined how consumers rank and prioritize five key pillars of retail performance — access, experience, service, product, and price — to identify shifts in sentiment and purchase drivers across categories. 

To read the full report, click here.

About AlixPartners 
AlixPartners is a results-driven global consulting firm that specializes in helping businesses successfully capitalize on opportunities and address critical challenges. Our clients include companies, corporate boards, law firms, investment banks, private equity firms, and others. Founded in 1981, AlixPartners is headquartered in New York and has offices in more than 25 cities around the world. For more information, visit www.alixpartners.com. 

Contact:
Nicole Sutherland
Berns & Co.
[email protected]