Generative AI is transforming the ecommerce landscape by enhancing and fine-tuning shopper experiences with personalized marketing, smart chatbots, and accurate demand forecasting. This technology has made significant inroads into digital consumerism, improving life for shoppers on ecommerce sites by providing tailored product recommendations, virtual try-on, and smarter customer support. Generative AI models can analyze vast amounts of data to mimic patterns, styles, and nuances, producing unique output that exhibits creativity and problem-solving abilities seemingly on par with human intelligence. The technology has the potential to drive higher conversions, with businesses experiencing 3–15% revenue increases and improvement in sales ROI of 10–20%. However, there are risks associated with generative AI, including the potential for systems to hallucinate or provide unreliable information without sustained fact-checking, which can damage a retailer's reputation and finances. To mitigate these risks, businesses can consider using AI-augmented search technology that prioritizes user experience and ROI.