NVIDIA’s *State of AI in Retail and Consumer Packaged Goods: 2026 Trends* finds that AI is becoming part of the full digital-commerce customer journey, from campaign creation and ad placement to personalized recommendations and customer support.

Across retail and consumer packaged goods, 91% of companies are using or evaluating AI, and 58% say they have deployed it; data analytics and generative AI or large language models each stand at 66% among technologies in use or under evaluation, compared with 47% for agentic AI.

Overall, AI use in digital commerce—including ecommerce, marketing and advertising—rose to 61% of respondents, up from 57% previously.

Content creation leads digital-commerce applications, with 67% of respondents using AI for marketing and advertising content; other common uses include recommendation systems at 58%, ad placement at 54%, adaptive advertising at 52%, and customer-service assistants at 50%.

Companies are also using AI to improve product discovery: 42% use catalog enrichment to improve and localize product information, while 31% use shopping assistants to guide consumers through discovery and purchases.

Among organizations implementing AI agents, 48% use them for personalized marketing and advertising, where they can analyze customer information, tailor messages, recommend products and guide purchasing decisions.

Respondents report business benefits from AI, with 89% saying it has improved revenue and 95% saying it helps reduce annual costs.