As Chattanooga-area shoppers increasingly embrace artificial intelligence (AI) for holiday shopping, University of Tennessee at Chattanooga (UTC) marketing professor Alycia Franklin highlights the pervasive use of AI tools in online shopping. Major retailers like Walmart, Amazon, and Google now offer AI-driven features, such as product recommendations, price tracking, and virtual fitting rooms. These innovations cater to a spectrum of consumers: some fully engage with AI, while others remain skeptical. For example, Amazon’s new tool displays a 90-day price history, notifying shoppers of price drops. While AI enhances the shopping experience, Franklin cautions that its effectiveness may vary based on individual preferences and behaviors. Chattanooga businesses, particularly in logistics and data-driven sectors, are leveraging AI behind the scenes to optimize operations. As AI tools proliferate, consumers are encouraged to see them as aids in decision-making, especially during the hectic holiday season. Understanding AI’s limitations is vital for a positive shopping experience.
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