Trend AI moves from back-office enabler to front-line purchase advisor

Summary

Capgemini's third chapter argues that AI has moved from working quietly behind the scenes to acting as a trusted adviser at the point of purchase. Its role is no longer limited to automating tasks but extends to improving the decisions people make. AI now interprets preferences and behaviour and offers real-time, conversational help through chatbots and virtual assistants. Consumers, meanwhile, research more thoroughly before buying, comparing platforms and drawing on reviews and expert advice. This places AI at the centre of how shoppers are guided toward a choice.