Generative AI (Gen AI) is transforming shopping, with 71% of consumers wanting it to be integrated into their purchasing experiences. The preference of Gen Z and Millennials, for hyper-personalization and seamless digital experiences is mainly driving this trend. This is according to the fourth edition of Capgemini Research Institute’s annual consumer trends report, ‘What Matters to Today’s Consumer’, which finds that technological innovation, shifting financial priorities, and increasing sustainability awareness are fueling consumer behaviors.