Chobani Leverages AI for Enhanced Customer Discovery in E-Commerce
According to Michelle Evans from Euromonitor, generative AI is increasingly becoming a crucial element in retail, labeled as the 'new front door' for customers. In a report titled AI-Powered Shopping: New Insights on What’s Truly Driving Adoption, Evans discusses the impact of AI on consumer activities, noting how companies like Chobani are effectively using AI to gain a competitive edge in customer acquisition through recommendation systems.
At the Groceryshop 2026 conference, Evans highlighted how AI is supporting Chobani's rise in consumer discovery by catering to a variety of consumer needs. Chobani's utilization of AI enables it to outperform its traditional e-commerce ranking, where it places sixth in AI referrals compared to twelfth in overall e-commerce sales for its category.
Euromonitor's framework for AI-driven retail discovery comprises four distinct categories: Autopilot, Tailor, Explain, and Advise. Chobani's strategy capitalizes on each of these. Autopilot orders, for instance, allow AI to manage repeat purchases for consumers, while Tailor orders refine searches with specific criteria like protein content. Explain orders involve more complex data breakdowns, such as ingredient comparisons, and Advise orders engage AI to recommend complete solutions tailored to dietary needs.
Notably, the impact of AI on purchases is more substantial in high-consideration product categories, like personal care, where AI accounts for a significant portion of consumer decision-making. Chobani's success is partly attributed to these contexts, where AI can articulate complex information or recommend products based on detailed personal requirements.
The Euromonitor report also identifies consumer trends that AI is currently leveraging for better product discovery. For instance, there is a notable preponderance in searches for 'high-protein,' 'no soy,' 'organic,' 'dairy-free,' and 'vegan' options, among others, which align closely with Chobani’s product lines and marketing strategy.
Evans provides recommendations for consumer packaged goods (CPG) brands to enhance AI-driven discovery. These include identifying the specific problems AI can solve, ensuring product information is machine-readable, connecting products to specific outcomes or consumer solutions, and measuring AI visibility separately from traditional online traffic analytics.
