Trend Personalization becomes the default value-creation move across the journey

Summary

Capgemini treats personalization as the most visible way to create value along the shopping journey today. Smart use of AI and data can sharpen recommendations, offers, and content. That makes shopping more efficient and encourages customers to come back more often. The report finds strong demand, with 63 percent wanting generative AI to provide hyper-personalized content and 56 percent comfortable sharing shopping history and preferences. It also cautions that organizations must understand how digital tools improve the experience while respecting trust and privacy.