WELCOMEWELCOME

AI is making more of the journey feel effortless. Until it doesn’t.

This issue looks at the messy handoffs where human skills still matter: when shopping intent gets lost, service empathy becomes a script, collaboration becomes a simulation, experimentation becomes output, and AI gets a little too agreeable.

That’s where the undelegatable work begins.

 

CURIOSITYCURIOSITY

I tried to buy a simple thing last weekend: store-brand NyQuil. It turned into a useful reminder of where AI-assisted shopping still breaks.

I started with a clear intent: → liquid → avoid strong fruit flavor → nearby pickup → use a retailer coupon

But even before I got to the product, the first recommendation defaulted to delivery. From an aggregator, not the retailer. Not wrong. Just not what I needed. Because I wasn’t optimizing for speed. I was optimizing for cost, channel, and control.

So I had to correct the path: → pickup, not delivery → retailer-direct, not a third party delivery service.

Then came the second layer of friction. The retailer offered both a Cherry version and an Original Flavor version. That may make sense in retail taxonomy. But from a customer point of view, it creates a different question: How does AI interpret a request for non-flavored medicine?

And that’s what made the whole experience interesting. ChatGPT could help me discover options. The retailer could help me fulfill the purchase. But neither carried my actual priorities cleanly from discovery to transaction.

That's where we feel the gaps in AI-assisted shopping journeys. AI is getting smarter at helping us find products. It’s still not as good at carrying our real intent into purchase. And in commerce, that’s where the experience breaks: not always in discovery, but in the handoff.

AI-assisted shopping is new and niche for now, but curiosity and experimenting early will allow us to learn and improve how we design the customer experience in this new channel.

 

CRITICAL THINKINGCRITICAL THINKING

EMPATHYEMPATHY

COLLABORATECOLLABORATE

EXPERIMENTEXPERIMENT

UNTIL NEXT TIMEUNTIL NEXT TIME

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