Why retailers must integrate AI into the customer journey to boost basket value

The latest study by Croud and ImpactSense reveals a powerful signal for retailers: shoppers using AI tools spend more per purchase and discover brands in new ways. According to their survey of 2,000 UK consumers:

– AI-users recorded an average uplift of £118 per basket compared with non-AI users.

– 41% of respondents discovered their favourite brand of the past year via AI platforms.68% say AI tools prompted them to try brands they had not previously considered.

– 62% believe AI finds suitable products faster than a human can.

– 65% of respondents used Large Language Models (LLMs) early in their journey — when beginning to think about a purchase or after choosing a category but before selecting a specific product.

– Nearly one in six (17%) complete entire product searches on AI tools.

What this means for retailers

– AI as a discovery channel For many consumers, AI tools like LLMs (for example ChatGPT, Claude, Gemini) are becoming destinations for brand discovery and product research. If your brand isn’t visible in those contexts, you risk being filtered out early.

– Increased basket sizes: The survey shows a material difference in average order value for AI-adopters, translating directly into revenue potential for retailers who optimise accordingly.

– Early touch-point optimisation: Because many shoppers begin interacting with AI early in their process (before they’ve decided on a specific product), the opportunity lies in being present at the “category” phase, not just at the “product choice” phase.

– Segmenting the shoppers: Adopters vs Rejecters The study distinguishes two shopper types: AI Adopters, who are optimistic, open to exploring new brands and more confident in their purchase decisions; and AI Rejecters, who are more cautious and more loyal to familiar brands. Retailers must tailor strategies to both segments.

– The strategic imperative for brands: As Debbie Ellison (CEO EMEA, Croud) puts it: “AI is the new battleground for consumer choice. … LLM readiness is a must-have for brands who wish to stay competitive.”

Practical steps for retailers

– Ensure your brand and product content are optimised for AI discovery: clear descriptions, structured data, compatibility with AI tools.

– Leverage AI-driven recommendations within your own channels to mimic what consumers are experiencing externally.

– Use behavioural and intent data to identify “AI Adopter” segments and provide tailored incentives/experiences.

– Monitor AI platforms and emerging consumer behaviour: discovery may shift away from traditional search.

– Track metrics: basket value, conversion rate, frequency of AI-led sessions, versus non-AI sessions.

Conclusion

The integration of AI into the customer journey is no longer optional — for retailers seeking growth, particularly in basket size and brand discovery, AI should be central to strategy. The data from Croud and ImpactSense make clear that AI-driven shoppers spend more and behave differently. Retailers who act now will capture the advantage.