AI may soon influence shopping decisions in India. Can quick commerce keep up?

Jignanshu Gor, Director and Senior Research Analyst at Bernstein, said that artificial intelligence (AI) applications are witnessing strong consumer adoption in India, with usage already reaching large scale despite limited monetisation.

“We found about 100 million daily active users already in India on AI apps,” he said, adding that users spend nearly 18 minutes daily on these platforms.

Currently, AI usage is largely focused on writing assistance, editing, and search-related activities. However, the next phase could involve shopping-related queries such as product recommendations, price comparisons, and delivery timelines.

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Gor said consumer behaviour could evolve in a similar way to how search engines became gateways for travel and product bookings.

AI platforms may increasingly guide purchasing decisions, but access to real-time product data remains dependent on partnerships with e-commerce platforms. Without such integration, AI models cannot provide live pricing or availability information.

He noted that shopping through AI interfaces is already possible in some markets, allowing users to place orders without directly opening retailer apps.

Despite AI-driven changes in consumer interfaces, Gor said physical infrastructure operated by e-commerce companies remains difficult to replicate.

“Hardware is sort of the best defence against software,” he said, referring to logistics networks, dark stores, delivery systems, and supply chain management.

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These operational capabilities make it difficult for AI platforms alone to replace established e-commerce and quick commerce players.

Gor identified competition as the primary risk for companies such as Swiggy and Eternal, as large players, including Amazon, Flipkart, and Jio, expand their presence in quick commerce.

He also highlighted challenges arising from rapid expansion into non-grocery categories, which require different operational capabilities due to slower product turnover.

How companies manage these changes will influence profitability and financial performance, he said.

Gor added that major AI companies are unlikely to invest heavily in logistics infrastructure because delivery businesses operate with relatively low margins compared with technology platforms.

“I don’t think that’s their business model,” he said, noting that building physical ecosystems may not be attractive for AI-focused firms.

For the full interview, watch the accompanying video

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Disclosure: Reliance Industries Ltd, which owns Jio, is the sole beneficiary of Independent Media Trust that controls Network18, the parent company of CNBCTV18.com.