Only 1% of vendors offered integrated GenAI solutions

At ShopTalk 2025, a major e-commerce conference in Las Vegas, researchers analyzed 700 vendors to explore the impact of generative AI (GenAI) on the industry. Despite high expectations for GenAI to transform e-commerce, the findings reveal that change is still in the early stages. Out of 683 vendors, 256, or about 40%, claimed to offer AI capabilities. However, only 169 vendors, roughly 25%, explicitly mentioned GenAI. This low number surprised analysts, given the significant hype surrounding the technology. Many vendors are still figuring out how to incorporate GenAI into their work processes. E-commerce has previously demonstrated a strong adoption of AI for tasks like ad targeting and product recommendations. Yet, the GenAI potential for personalized customer experiences remains mostly untapped. Existing e-commerce platforms still rely heavily on static templates rather than the dynamic, personalized offerings GenAI could provide. Only seven out of the 700 vendors presented solutions that combined features like search, content personalization, and chatbots, which is just 1% of the total. Most of these were startups, indicating that established companies are not yet leading the way in GenAI development. Overall, analysts suggest that the e-commerce industry may still be in the early days of GenAI adoption. Although there are hopes for future advancements, the current reality shows that the technology is not yet fully integrated into business practices.