In this report, you’ll find our predictions on what’s set to shape the future of marketing and service in 2026. From everyday products like kitchen appliances becoming unexpected commerce drivers, to authenticity and creativity emerging as powerful signals of brand trust, we’ll cover what trends you need to keep an eye on in the coming year.
Grounded in Klaviyo data and emerging consumer trends, this report predicts how AI, automation, creativity, and connection will collide in the next era of customer experience.
Voice will take over how consumers converse with brands
Consumers are moving from tapping to talking. What began with “Hey Siri, remind me to buy bread” and “Alexa, what’s on my grocery list?” will shift to complete voice-led shopping journeys.
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Vocal commands and conversational AI are already here, but soon, these trends will converge—and talking to brands will become more common than writing to them. According to the survey behind Klaviyo’s 2025 AI shopping index, 35% of consumers have already used a voice assistant to shop for or research products. We predict that’ll vastly increase in 2026.
Google recently rolled out AI-powered agentic check-out and calling that lets shoppers describe exactly what they want, compare options across stores, and even complete purchases automatically. This is just the start of a bigger shift.
As AI assistants get better at remembering preferences, comparing prices, and connecting with other smart devices, voice will become the easiest and most natural way to shop. Instead of simple reminders and grocery list curation, we’ll start to see consumers move in droves to using vocal commands and conversations with AI to browse, compare, purchase, and solve post-purchase issues without tapping a device.
Klaviyo’s AI shopping index finds that certain groups of consumers are some of the earliest to adopt this tech:
Frequent shoppers talk to AI more. Customers who have made 11–20 non-essential purchases in the past 3 months are 68% more likely to have used AI-powered voice assistants than those who have made 3–5 non-essential purchases.
Gen Z leads the charge. They’re 52% more likely than boomers to have used AI-powered voice assistants.
Regional adoption is uneven. Shoppers in the US and UK are over 50% more likely to use voice assistants than those in Australia.
Soon, consumers won’t see product discovery, purchase, and support as separate experiences. They’ll expect one continuous conversation. They’ll ask AI assistants to search for a product, add it to their cart, and later request a different color.
With AI managing more of consumers’ day-to-day choices, customer loyalty will depend on how easily brands can adapt to AI-integrated lifestyles.
How to get ahead of the curve
Make your brand easy to talk to. Sales aren’t just coming from clicks, but from commands. Make sure your brand can answer.
Here’s how:
1. Optimise your product catalog and web presence for conversational discovery so customers can find you through voice search.
2. Connect browsing, buying, and support through AI customer agents that remember preferences, answer instantly, and turn every conversation into a complete shopping experience.
3. Strengthen brand equity for AI-mediated relationships by curating customer reviews and showcasing key value props through conversational answers.
4. Test your brand’s AI discoverability for voice commands so AI-powered recommendations surface your brand accurately.
Shoppers are using AI and research to make every dollar count
Economic pressures are changing how people shop. Consumers are turning to AI and detailed comparisons to stretch their budgets and time their purchases.
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Economic uncertainty has made consumers more calculated with their spending habits.
Klaviyo’s 2025 BFCM forecast found that 81% of consumers say inflation is affecting their spending decisions now or will affect them in the future. But instead of panic buying, shoppers are responding with more strategic shopping behaviours:
35% of buyers have switched to more affordable or value-focused brands.
30% plan to use AI during the holidays to find the best deals and discounts.
65% of consumers save in advance to buy gifts during the holiday season.
This shift reveals a more deliberate approach: one where people are less likely to make impulse purchases, and more likely to research products extensively and extend buying cycles to find the right product at the right price.
AI is helping them do all of the above by comparing deals, timing purchases, and surfacing relevant product information.
81% of consumers say inflation is affecting their spending decisions now or will in the future.
How to get ahead of the curve
Plan for a wallet-conscious shopping mindset. Give shoppers the tools to research, compare, and buy on their own terms.
Here’s how:
1. Use AI customer agents that guide shoppers to the right products, prices, and recommendations based on their preferences.
2. Offer flexible payment options like buy now, pay later and product bundling to help budget-conscious shoppers plan larger purchases responsibly.
3. Build a self-service customer hub where users can save their favourite products, manage orders, and access support, making it easier for them to plan purchases and return when they’re ready to buy.
Every brand will have an AI agent
AI agents will handle the tasks that keep customers moving. Customers already prefer AI agents for getting faster answers, better recommendations, and easier post-purchase help.
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According to Klaviyo’s AI shopping index, most consumers already prefer AI over humans for quick answers (68%) and personalised recommendations (56%).
That preference extends across the customer journey. 48% of consumers prefer AI for post-purchase support, 41% for changing orders, 40% for order questions, 32% for managing returns, and 31% for advice on complex purchases.
And consumer expectations for AI are only growing. In 2026, consumers expect AI to be able to help them with tedious tasks like comparing products (50%) and sticking to budgets (41%).
For brands, that means it’s not a question of whether you’ll have an AI agent, but when. Your AI customer agent will serve as an advocate for buyers across channels like WhatsApp, text messaging, and your website, helping them find deals, manage subscriptions, and discover new products.
It might sound futuristic, but soon, AI agents representing your customers will negotiate, compare, and transact with your brand’s AI agents for even smoother shopping journeys.
68% of consumers prefer AI over humans for instant answers.
56% of consumers prefer AI for personalised recommendations.
How to get ahead of the curve
Offer every customer an AI customer agent. Your CRM should house a customer-facing AI agent that gives customers the shopping experiences they already expect.
Here’s how:
1. Train your AI customer agent on your brand, product catalog, and customer service documentation to give shoppers instant, accurate, on-brand answers about everything from store policies to FAQs.
2. Give your AI agent access to customer profiles, order history, and support interactions to deliver truly personalised guidance, from order tracking to subscription and return management.
3. When necessary, make sure your AI agent can pass customers along to human agents, with complete context preserved, to maintain great customer experiences.
AI shopping assistants will become personal concierges
With so many choices, shopping journeys have become overwhelming. In response, consumers are starting to opt out of choosing altogether and trusting AI to make personalised shopping decisions for them.
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According to a Software Advice survey, 31% of consumers encounter “too many results overall” when searching for products online. And according to an adMarketplace report on AI search, 24% of consumers say AI helps ease decision fatigue.
While it’s true that customer reviews and detailed product information help consumers cut through the noise, decision fatigue can still lead to impulse purchases, decision avoidance, and decreased self-control.
But as AI becomes more embedded in daily life, consumers will take a different route. They’ll start to rely on and trust AI shopping assistants and concierges to remember their likes and dislikes, preferences, and constraints, then curate the best product options on their behalf.
In short, people are shifting to a “Just send me what’s best for me” default that will redefine how they discover, compare, and ultimately buy from brands.
This mindset is already changing how people shop. According to Klaviyo’s AI shopping index, 81% of consumers had used AI for shopping or product research in the previous 3 months, and 56% were planning to use AI assistants during BFCM 2025. And by 2026, 33% of consumers expect AI to be able to suggest complete outfits suitable for them.
24% of consumers say AI helps ease decision fatigue.
How to get ahead of the curve
Turn your AI agent into a trusted shopping guide. As consumers hand over their shopping decisions, brands need to make their AI customer agent the trusted guide that smoothly leads customers to the right products and offers, based on what it learns about them.
Here’s how:
1. Offer personalised recommendations in customer hubs to make the next purchase easier, such as cross- and up-sell products based on a customer’s past purchase.
2. Let customers chat with an AI shopping assistant that offers contextual product dynamic product recommendations based on chats and customer history.
3. Offer conversational help to customers who browse a product but don’t buy or abandon a cart, and allow customers to add to cart directly within a web chat.
4. Enrich customer profiles with information from AI agent conversations, so every interaction feeds future personalisation efforts.
Automated returns will drive customer retention
The promise of easy return processes will win customers over—and keep them coming back. In 2026, AI will take the hassle out of returns entirely, turning a once tedious step into a reason for customers to trust brands.
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According to McKinsey, more than 65% of consumers are likely to abandon their online shopping carts because of inflexible return policies. That’s a big opportunity for brands to stand out and build trust through easier, customer-first return experiences.
AI makes this easier than ever. Customers can already ask AI agents about your return policy before they buy, which gives them confidence and reduces friction. But by 2026, agentic AI could handle the entire returns process automatically, issuing instant refunds, auto-generating labels, arranging pick-ups, and even suggesting exchanges.
Returns will no longer be the cost center they once were, but rather a driver of loyalty and repeat purchases. When you make returns simple, customers feel confident buying from you again.
And it’s not just customer loyalty that grows. Operational efficiency improves, too. By connecting marketing and service data in your CRM, your teams are aligned around returns. The ideal future state: marketing won’t recommend matching sweatpants if service knows the customer is returning the sweatshirt.
Brands investing in automated returns are already seeing the payoff:
1. According to Loop data, automated returns have saved their merchants $145 million in shipping costs, and $27 million in customer experience labor costs.
2. Loop research also finds that brands that automate their returns see 6% higher first-time shopper customer lifetime value, and reduce time to resolution by 2.4 days.
How to get ahead of the curve
Turn returns into retention. Post-purchase moments are powerful. When your CRM unites order, return, and customer support data under one roof, you can turn refunds into retention and give customers an experience they won’t forget.
Here’s how:
1. Integrate your customer support and returns management systems in your CRM so marketing knows when and why someone is returning a product. Use these insights to re-engage customers thoughtfully.
2. Train your AI customer agent on your return policy so shoppers get fast, accurate answers without waiting for support.
3. Train your AI customer agent to automatically handle returns.
4. Use return and support data to identify repeat issues and reduce future returns.
Wearables and digital devices will become major commerce drivers
The shopping cart of the future won’t always live on a browser. It’ll live on consumers’ wrists, in their cars, and in their kitchens.
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Picture this: cars that pay for fuel automatically, refrigerators that reorder groceries based on consumption patterns, and wearable devices that track our habits in real time to prompt a follow-up action. Everyday devices are becoming major commerce engines, where purchases are triggered by real consumer behaviour, not just what people search for.
The wearables market surged almost 10% YoY in 2025, according to IDC data. And as AI-powered capabilities continue to turn them into context-aware devices, the market is projected to reach $111 billion by 2027, per Market Research Engine. In particular, smart glasses are expected to lead this growth over the next 5 years.
Amazon’s recent acquisition of Bee, an AI wearables startup, signals just how seriously the tech world is taking this trend. Bee’s bracelet records everything it hears and creates reminders and to-do lists for the user. This offers an early glimpse into how ambient AI could turn everyday devices into frictionless commerce touchpoints.
As the market for wearables grows, we’ll see shopping experiences extend to glasses, rings, and clothing, powered by the data they contain. A smart ring, for example, could recommend melatonin, weighted blankets, or subscriptions to sleep apps when it detects a drop in the wearer’s sleep quality.
This shift aligns with what consumers want. Deloitte found that 42% of consumers, for example, are willing to share health data with grocery stores in exchange for personalised food recommendations.
Beyond wearables, product discovery, browsing, and check-out are shifting to new surfaces. Google’s “Buy for Me,” ChatGPT’s “Buy Now” button, and other AI-powered tools are driving an era of deconsolidated check-out experiences that is only set to expand.
42% of consumers are willing to share health data with grocery stores in exchange for personalised food recommendations.
How to get ahead of the curve
Meet your customers wherever they move. As new shopping channels emerge, stay close to how these technologies evolve. Make sure your brand can adapt as discovery and purchases occur across more surfaces and moments.
Here’s how:
1. Use predictive analytics that draws on behavioural and contextual data from connected devices to anticipate when customers are likely to order again, and send replenishment flows on that timeline.
2. Take a cue from wearables and surface offers in the moment. Use AI, behavioural data, and context to provide recommendations when and where customers are most likely to engage.
3. Rethink mobile push notifications for apps. Keep alerts short, situational, and valuable, based on users’ in-app activity and spending habits.
“Emotional efficiency” will reshape how brands automate
Automation itself is becoming more human. The next phase of automation will focus on delivering the right emotional cues at the right moment.
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The challenge for brands isn’t necessarily how much to automate, but how to make sure that automated experiences still feel human. Over-automation and auto-generation risk stripping interactions of tone, nuance, and brand identity.
In 2026, more brands will design automated journeys through the lens of “emotional efficiency.” That means being deliberate about when and how you’re using emotion to build connections and keep customers moving forward in their shopping journeys.
Every touchpoint, from marketing emails to service chat to check-out flows, carries emotional weight. “Emotional efficiency” is what happens when human teams align with automation around consistent and intentional emotional cues that build trust, loyalty, and advocacy.
In practice, this means:
1. Ensuring automated content is grounded in a clear, distinctive brand voice
2. Maintaining human touchpoints for review and oversight
3. Training AI tools to recognise human triggers and respond in ways that feel natural
4. Using AI to personalise at scale while ensuring the emotive elements still feel crafted by people
Emotional efficiency will shape how brands connect, serve, and stay memorable when everything else starts to feel detached. The goal isn’t to remove automation. It’s to make automation more emotionally efficient, so that every interaction, whether powered by AI or not, reinforces what brands stand for.
How to get ahead of the curve
Lead with emotional efficiency. Create systems that feel human, even when they’re automated.
Here’s how:
1. Train your AI marketing and customer agents on your brand’s language, guidelines, and values so that automated messages stay consistent. Pair AI with human review at key moments to make sure content feels authentic and emotionally aligned.
2. Lead with ethics and humanity. Stay transparent about how you use AI, embrace AI guardrails, and make sure AI doesn’t replace the human touch, but rather enhances it.
3. Define the emotional cues your brand wants to convey at each stage of the customer journey and document them so both humans and AI can deliver interactions that feel intentional and on-brand.
Authenticity and creativity will define how consumers judge brands
Perfection is losing its appeal. Consumers are savvy. They’ve learned how to spot AI-generated images and design, and what they really want are visuals that feel human and authentic.
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There’s no question that AI can speed up content production. But overly polished, repetitive, or “clinical” creative—what some are calling “AI slop”—can make audiences hesitant to engage. Getty Images research found that 98% of consumers agree authentic images and videos are key to building trust, and 87% say it’s important that visuals feel genuine.
While it’s unlikely that consumers will reject AI-created design entirely, they might respond better when it’s used thoughtfully. Amid the flood of cookie-cutter design content, branding that clearly reflects human creativity and authenticity will stand out.
For example, according to research from GWI, 56% of consumers like seeing brands use past logos or ads, and enjoy revivals of past media. And, across generations, consumers are nostalgic for the past.
Expect creatives to embed human touches, authenticity, and stronger brand-centric elements into designs that serve as “proof of life,” making brands feel real and trustworthy.
56% of consumers like seeing brands use logos or ads from the past.
How to get ahead of the curve
Lean into human creativity and nostalgia. Consumers are looking for brands they can trust, so let your creative strategy prove your authenticity.
Here’s how:
1. Try retro styles, vintage collections, and nostalgic touches to reconnect with customers looking for authenticity.
2. Use AI assistance to refine rather than produce uncanny and unrealistic media. Bring in AI tools like Klaivyo’s Image Remix to tweak, enhance, and optimise creative elements.
3. Film talking-head videos, incorporate user-generated content, and showcase behind-the-scenes moments that feel genuine to help your brand stand out.
AI will become a powerful driver of work–life balance
Far from replacing marketers, AI is handling the admin that once consumed hours of time. In turn, marketers will reclaim that time and channel it into higher-impact work and a healthier work–life balance.
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AI is already giving professionals back an hour a day, according to The Adecco Group research. And professionals surveyed by Thomson Reuters expect that number to grow to as much as 12 hours a week by 2029.
But AI and automation aren’t just about efficiency. They’ll also come to reshape how professionals spend their time.
Klaviyo’s recent AI trends report found that 84% of marketers say AI has already given them the freedom to focus on higher-impact work, while Tech.co research found that 61% of senior business leaders say AI has already slightly or significantly improved their work–life balance.
This shift aligns with what professionals actually want. Recent Randstad research found that work–life balance has now overtaken pay as the top priority for workers—the first time that’s happened in their 22-year reporting history.
84% of marketers say AI gives them the freedom to focus on higher-impact work.
How to get ahead of the curve
Let AI take on the tedious tasks. Lean on AI to free your team from time-consuming tasks and make space for creativity and a healthier work–life balance.
Here’s how:
1. Let AI handle low-value administrative tasks so your team can spend their time on more creative and innovative strategies.
2. Free up time by using AI marketing agents, templates, and automation.
3. Reset team capacity and workload expectations so people don’t feel pressured to “fill the gap” that AI creates with more tasks.
Editorial content will stand out and engage audiences
Customers still connect with human-centric, story-driven content. When generic marketing saturates inboxes, creative storytelling stands out.
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Human-written newsletters, guides, and long-form content crafted with a real, authentic voice give your brand a voice that drives retention and engagement in a way algorithms can’t replicate.
According to 2025 Klaviyo email data, content campaigns containing informative or entertaining material outperform promotional campaigns: open rates average 51.36% for content campaigns compared to under 50% for promotional campaigns.
The difference is small, but it suggests consumers aren’t only looking for discounts and promos. They’re also engaging with brand-forward, educational and editorial content that deepens their connection to the brand.
Content marketing also builds the foundation for stronger deliverability and engagement. Smaller and growing brands feel the impact directly, seeing a 12% increase in Klaivyo-attributed value (KAV) from content marketing.
Content campaigns see 51% average open rates, higher than promotional campaigns.
How to get ahead of the curve
Create content people actually want to read. Storytelling that connects, entertains, and informs will cut through the flood of basic, AI-generated copy and keep your audience coming back.
Here’s how:
1. Invest in storytelling that highlights real people, such as founder, employee, or customer stories, with rich visuals and personal quotes.
2. Deliver interactive and personalised experiences like styling tips, virtual events, and long-form essays that engage customers directly.
3. Create serialised, narrative-driven content like behind-the-scenes series, ongoing fictional stories, or humorous campaigns that keep readers hooked.
But in 2026, marketing and customer service success won’t come from choosing between humans and AI. It’ll come from knowing what matters most, when—and how to use it to create more space for real connection, not less.
Your competitors will over-automate. Your job is to out-human them.
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