AI Brand Comms Tracker: July 25

Published 31 July 2025

Authors

4 min read

Globally, 71% of consumers want generative artificial intelligence (AI) integrated into their shopping experiences (Capgemini, 2025). In response, brands are streamlining in-store customer journeys with typo-fluent product locators (Morrisons), alleviating consumer overwhelm via inventory-aligned recommendations (Guitar Center) and experimenting with new ‘virtual twin’ mode of modelling (H&M).

Published 31 July 2025

Authors

Chelsie Hares

Rebecca Hobbs

Key Stats

71%	Globally, 71% of consumers want Gen AI integrated into their purchasing experiences, affirming the launch of tools like Morrisons Product Finder and Guitar Center’s Rig Advisor
2/3	Among Gen Z and Millennials globally, two thirds want product recommendations powered by AI, reinforcing the need for tools like Guitar Center’s Rig Advisor AI assistant
+47%	In 2025 there has been a 47% global increase in consumers using AI to shop, echoing the high consumer engagement (50k daily uses during user testing) with Morrisons Product finder
47%	Nearly half (47%) of US, UK, Canadian and Australian consumers say they are likely to use AI for researching purchases
55%	Over half (55%) of US, UK, Canadian and Australian consumers are comfortable with AI models being used in advertising, validating H&M’s digital twin experiments

Morrison’s Typo-Fluent In-Store Product Locator: British supermarket Morrisons has introduced a Product Finder feature, built on Google’s generative AI tool Gemini, that helps customers locate items in-store. Within the Morrisons app, the tool (used 50,000 times per day during initial tests) is trained to decipher typos, brand references and vague wording to return locations.

Queries are interpreted by Gemini, which correlates them with Morrisons’ product codes and then sends a product code to Google data warehouse BigQuery, in which all Morrisons’ product availability and location data is stored. This means that Product Finder can flex to individual store layouts, even during seasonal rearrangements.

Guitar Center’s Stock-Synced Music Gear Adviser: Also leveraging AI to upgrade in-store services is American musical instrument retailer Guitar Center, which has launched Rig Advisor, an AI assistant accessible via scanning in-store QR codes with a smartphone.

Designed to help consumers overcome overwhelm when shopping for music gear, it allows them to use natural language prompts to discover products and combinations that replicate the sound of their favourite song or artist. The tool is synced with stores’ live inventory and will prioritise recommendations of products that are available to test and buy in-store.

H&M Debuts Models’ Digital Twins: Originally announced in March (see the AI Tracker), Swedish high-street fashion giant H&M has unveiled its first campaign (as part of its ongoing experimentation) featuring AI digital twins of existing H&M models.

Created in collaboration with Swedish AI technologists Uncut, the editorial-style images (published on Instagram) show lifelike digital replicas of models Yar Aguer (South Sudan) and Vanessa Moody (US) in H&M’s summer clothing amidst AI-generated cityscapes.

Guitar Center

H&M