Continue Reading The following article is authored by Dee Waddell, Global Head of Consumer, Travel & Transportation Industries, IBM Consulting. ARMONK, N.Y., Jan. 7, 2026 /PRNewswire/ -- Generative AI is reshaping the first steps of our shopping experience before we ever click "buy." From hyper-personalized suggestions to curated inspiration, influence now begins long before a store visit or app tap, moving where brands and retailers compete to an entirely new level. As AI transforms how consumers make choi ...