As AI, social creators and digitally native consumers transform the path to purchase, retail expert Ashish Saksena examines the new rules of engagement in consumer electronics
Should I buy a 65-inch TV or a 75-inch TV? Do I need a soundbar or a home theatre system? Is Dolby Atmos worth paying extra for? Which brands offer the best value? And whom do I trust for the best advice?
A few years ago, consumers relied on friends, family or the neighbourhood “tech expert” for answers. Today, faced with a plethora of models, dozens of brands, thousands of online reviews and often conflicting opinions, consumers are experiencing what behavioural scientists describe as information and choice overload.
Artificial intelligence (AI) is increasingly helping consumers compare products, summarise reviews, evaluate specifications, recommend options based on budget and room size, and even suggest the ideal entertainment setup based on viewing habits.
Evolving Consumer Markets In The Age Of AI
India’s consumer electronics market has crossed USD 90 billion and continues to grow steadily. Despite the rapid growth of e-commerce, nearly two-thirds of electronics sales still occur through offline channels.
This trend is even more pronounced in categories such as smart TVs, soundbars, home theatre systems, smart speakers and audio products, where consumers prefer to assess picture quality, sound performance and product aesthetics before making a purchase.
What has changed is the buying journey, which increasingly begins online through search engines, video reviews, marketplaces, social media platforms and online communities.
This has given rise to the “Research Online, Buy Offline” (ROBO) model, often referred to as webrooming. First popularised by Google in 2011, the concept has become the foundation of modern omnichannel or ‘phygital’ (physical + digital) retailing.
The reverse behaviour, known as showrooming, is also becoming increasingly common. Meanwhile, quick commerce platforms such as Blinkit, Instamart and Amazon’s rapid-delivery services are expanding beyond groceries to deliver higher-involvement products, including smartphones, laptops, smartwatches and healthcare devices, catering to consumers’ growing demand for convenience and instant gratification.
What Drives Consumer Choice Today?
For home entertainment products, purchasing decisions remain strongly influenced by experience. Consumers visit stores to:
* Compare display quality, sound quality and screen sizes.
* Experience features such as Dolby Atmos, HDR and high refresh rates.
* Understand installation, warranty and financing options.
Trust in the brand, salesperson expertise, after-sales service and EMI availability continue to influence final purchase decisions.
Online Influences
Online purchase decisions are increasingly shaped by:
* Video reviews and demonstrations.
* Customer ratings and reviews.
* Influencer recommendations.
* Price comparisons.
* Discounts, exchange offers and EMI schemes.
Consumers increasingly use these tools to narrow their choices before entering a store or placing an order.
The Gen Z Difference
Traditional factors such as price, quality, warranty and brand reputation remain important. However, Gen Z consumers evaluate products differently.
They are influenced more by creators, online communities and peer recommendations than by traditional advertising. Experiences often matter more than technical specifications, while discounts, exchange offers and financing options continue to play a significant role.
For this generation, a television is no longer merely a display device; it is a gateway to gaming, streaming, content creation and social entertainment.
The AI Revolution In Consumer Decision-Making
AI is emerging as perhaps the most disruptive force in the category. Consumers can now ask highly specific, need-based questions, allowing digital assistants to evaluate multiple alternatives and provide tailored recommendations.
As a result, AI is helping consumers make more informed purchasing decisions with greater confidence and less effort.
The influence of AI extends beyond online shopping. Offline retailers are increasingly deploying AI-powered recommendation engines, virtual shopping assistants, smart kiosks and personalised promotions within stores.
Manufacturers are also embedding AI directly into products through features such as AI upscaling, adaptive sound tuning, voice interfaces, predictive optimisation and personalised viewing experiences. AI is therefore influencing not only how consumers choose products, but also how those products continue to create value after purchase.
Enhanced Customer Benefits
AI is delivering tangible benefits for consumers:
* From confusion to confidence: “I can make a smarter decision with less effort.”
* From generic selling to personalisation: “The recommendation feels tailored specifically to my needs.”
* From purchase anxiety to reassurance: “I feel confident that I have made the right choice.”
* From endless research to efficiency: “I can find the best balance of performance, service and price while saving time.”
* From product ownership to experiences: “My living room has become a personalised entertainment hub.”
* From disconnected devices to seamless ecosystems: “All my devices work together effortlessly.”
Beyond these functional benefits, consumers also experience greater satisfaction:
* I have done enough research.
* I made the right choice.
* My setup reflects my lifestyle.
* I am enjoying a premium experience.
Looking Ahead
Over the next five years, AI is likely to accelerate several transformative trends:
* Virtual and augmented reality product demonstrations.
* Virtual trials of products such as spectacles, jewellery and apparel.
* The ability to visualise how a television or sound system will look within a specific living space.
* Predictive maintenance and upgrade alerts that identify when existing devices may no longer meet a consumer’s needs.
* AI-driven product enhancements, with speakers automatically adjusting to room acoustics and minimising sound reflections in real time.
* AI-powered quick commerce, where frequently purchased items are proactively recommended based on past buying patterns.
* AI-enabled in-store analytics that track customer journeys, analyse dwell times and provide retailers with deeper insights into shopping behaviour and conversion rates.
Generative AI may also identify returning customers, connect previous online searches with in-store visits and provide sales staff with insights to deliver more personalised recommendations.
The Future of Consumer Electronics Retail
The future of home entertainment electronics will be defined by how effectively brands, retailers and AI work together to answer a simple consumer question: “What is the right entertainment solution for me?”
In many ways, AI is helping retailers recreate the personalised service ethos traditionally associated with Indian hospitality. By understanding individual preferences and tailoring recommendations accordingly, retailers can treat each customer as a valued guest while delivering on brand promises centred on trust, expertise and customer service.
As technology becomes more intelligent, the human need for confidence, convenience and trusted guidance remains unchanged. The winners in the next era of retail will be those who successfully combine technology with empathy, personalisation and customer-centric experiences.
Disclaimer: The views expressed in this article are those of the author and do not necessarily reflect the views of the publication.
About The Author
Ashish Saksena is a retail and consumer marketing expert with over 30 years of experience across consumer durables, electronics retail, and customer experience. He has worked with leading brands including Philips, Sony, Haier, and HCL.
