The use of virtual assistants like Gemini, ChatGPT, or Perplexity is transforming the shopping experience in e-commerce. According to Juan Antonio Casado, an artificial intelligence expert at Cloud District, “we are heading towards a holiday season where algorithms will be the protagonists.” Casado highlights that these tools, previously limited to logistical functions, now act as active and widely used shopping assistants. Currently, users turn to artificial intelligence to create product lists, compare options, and locate personalized offers. A recent report from Salesforce indicates that this technology will be present in 2 out of 10 digital purchases during the holiday season, especially among consumers under 40. Marcos de Miguel, Business Unit Director at Softtek, explains that AI provides a more agile, personalized, and convenient shopping experience. Algorithms refine recommendations based on each user's tastes and budgets, reducing search time and facilitating decision-making, in line with the classic motto of “search, compare, and if you find something better, buy it,” now enhanced by technology. The evolution of commerce has led consumers from physical stores to the digital environments of giants like Amazon or Alibaba. The next step is generative search, which uses artificial intelligence to analyze large volumes of information, filter results, and offer the most relevant options based on user criteria. Companies that adopt these innovations will be better positioned to attract new generations of digital shoppers. However, this technological revolution does not mean the abandonment of physical stores. As Casado points out, it is increasingly common to photograph products in traditional establishments to then search for them and compare prices online. Tools like Google Lens, Bing Visual Search, and various mobile digital commerce applications enable image recognition, facilitating a faster and more efficient shopping experience. Source: rtve.es