Kohl’s has integrated an AI-powered shopping assistant into its website and mobile application. Built on Google Cloud’s Gemini Enterprise platform, the tool allows users to search for products by interests, hobbies, and style, as well as by uploading images. The assistant also provides information on store pickup options and discount codes.
The retailer first introduced a gift-finding tool in April 2025 for Mother’s Day. By July, the functionality was expanded into a full shopping assistant. According to CEO Michael Bender, while current adoption rates remain small, users interacting with the AI demonstrate higher conversion rates and increased revenue per visit compared to standard shopping sessions.
Financial data for the second quarter shows that digital sales increased by 2.8%, accounting for 27% of total net sales, compared to 26% in the previous year. The company previously reported that digital sales remained flat throughout 2025 due to low conversion rates, which the new AI tool aims to address by improving product findability.
Market research from PYMNTS Intelligence indicates that 46% of consumers use AI to find the best prices, while 53% would switch from a large marketplace to a brand’s site if offered a better deal. The study, which surveyed over 2,000 U.S. consumers, also found that 132 million people have already utilized AI for retail purchases.
