New Delhi, Sept. 25 -- A new survey revealed that AI-assisted brand discovery, product comparison and purchase decisioning are reshaping the buyer journey.

According to InMobi Advertising's The Marketer's Guide To India's Festive Season 2026, four in five of those surveyed want an AI shopping assistant for the festive season.

The report claimed that 79% of participants were interested in shopping through a personalised smart TV ad with virtual try-on.

Harsh Somaiya, Co-founder and CEO, The Bear House, was quoted as saying in the report, "Nearly 75% of our users are actively engaging with the virtual try-on feature. Instead of just looking at photos of models, customers upload a photo and see themselves in the clothes. If you are a foun...