In a rapidly changing retail environment, nearly four in ten consumers expect to rely on artificial intelligence to compare or purchase products by 2030—presenting both a challenge and opportunity for seafood-industry brands and suppliers. (FoodNavigator-USA.com)
According to new research by PwC, 40 % of shoppers anticipate using AI in product comparison and selection, and roughly one-third plan to have AI make purchase decisions entirely. For seafood brands, this signals a seismic shift: traditional strategies like shelf placement, in-store displays and impulse buys may no longer suffice in a world where discovery increasingly happens before the buyer even enters the store.
Generational differences are already emerging: for example, 54% of Millennials say they use AI to find and compare products, significantly outpacing the overall average of 40%. This generational divide translates into distinct marketing implications for seafood: younger buyers are more likely to trust online reviews, peer recommendations and social-media cues, whereas older buyers may still respond better to sampling or traditional in-store experiences.
What does this mean for seafood marketers and suppliers? According to PwC’s CPG leader Carla DeSantis, there are four strategic priorities to stay ahead:
- Reframe your marketing system: Instead of focusing solely on product channels or physical store shelf space, think about how your seafood products fit into a consumer’s lifestyle, routines and needs. Automation and predictive AI can help identify friction points and open new paths to purchase.
- Build trust in the AI journey: Consumers want clear guardrails – reassurance that the AI won’t steer them wrong. Seafood brands should transparently communicate how algorithms select products and ensure quality, origin and safety concerns are addressed.
- Re-imagine your portfolio and go-to-market approach: The shift from “sell a product” to “deliver an outcome” is underway. For seafood suppliers, that could mean promoting meal-solutions, convenience, traceability and sustainability rather than simply species or cut.
- Start small and experiment now: AI is evolving rapidly; getting early experience – even if just via pilot programs – is fundamental to staying relevant in the next five years.
Implications for the Seafood Sector:
- Brands that rely heavily on impulse buys or in-store merchandising should evaluate how AI-led discovery may bypass traditional retail touchpoints.
- Suppliers that can embed data, traceability and convenience in their offer stand to benefit when AI prioritises products aligned with consumer routines or preferences.
- Digital-first strategies and insights into consumer behaviour (e.g., what recipes they’re browsing, what information they’re clicking) become more valuable than ever.
- Partnerships between supply-chain efficiency and marketing effectiveness are increasingly intertwined – brands that treat them in silos risk falling behind.
For the commercial seafood industry, the rise of AI-assisted shopping is not a distant future – it’s arriving fast. Those firms that adapt their portfolio, go-to-market mindset and data strategy now will be better positioned to engage consumers in the algorithm-driven era.