Why AI-powered PIM is the engine of modern commerce in 2026

The product data current is surging. Manual control is no longer possible 

Product data is now moving through more systems, formats, and channels than ever before. As Inriver’s Senior Advisor, Joakim Gavelin explained, upstream complexity within the enterprise continues rising while downstream expectations with e-commerce platforms, distributors, and vendors are climbing even faster. 

Customers want richer, more accurate, more personalized information across every channel, and that rich product data is increasingly critical to their purchase decisions. And soon, customers won’t just browse product pages. They’ll ask AI tools to automatically find, compare, validate, and recommend products. 

“Dynamic commerce will power one in three owned experiences by 2026. Brands that deliver contextual, adaptive product information will see outsized gains.” 

Chuck Gahun

Principal Analyst, Forrester (speaking at Inriver webinar)

The state of AI in PIM: Adoption is universal. And it’s paying off. 

AI is no longer optional in the world of commerce. It’s a requirement for scale. As Inriver’s latest research, “The State of AI in PIM,” shows: 

• 97% of companies are past AI experimentation 
• 83% already embed AI across multiple systems 
• 87% report increased customer trust due to better product information 

However, organizations face what Joakim calls the trust paradox: How to balance automation with accuracy and governance. 

The leaders are already using AI to build trust, not erode it. Using AI, they’re achieving: 

• Faster product launches 
• Higher conversions 
• More consistent enrichment 
• Less manual rework 
• Better channel performance 

Why PIM is the strategic anchor for 2026 

Organizations moving the fastest today share a common foundation: strong product data governance and a PIM built to scale with AI. 

For Leaders, PIM is now the central hub connecting: 

• AI-driven workflows 
• Commerce 
• Customer experience
• Supply chain 
• Channel syndication 
• Machine-readable product data 

According to Forrester’s 2026 predictions, the industry is at a turning point: 

“Two-thirds of retailers will syndicate product information directly into OpenAI. If your product data isn’t machine-ready, you won’t be discoverable in the next generation of AI-driven commerce.” 

This is the strategic pivot every brand must prepare for: Your product data must now be structured not only for humans, but also for machines and answer engines. 

The PIM + AI advantage: Where real revenue gains accelerate 

Inriver’s AI research also shows that over 80% of companies report moderate to significant revenue gains from AI. From content enrichment to validation and channel readiness, AI inside PIM is reshaping product data economics. 

“One in five businesses will deliver product information designed specifically for machines — not humans. That shift changes everything about how PIM must operate.”

Chuck Gahun

Principal Analyst, Forrester (Source: Forrester Research Inc)

The divide between leaders and laggards is growing fast. 

2026 predictions: 3 signs you can’t ignore 

As discussed on the webinar, there are three key signs no company can ignore when planning for 2026:

1. AI-native discovery will dominate 

“1 in 5 businesses will deliver product information for machines vs. product experiences for humans.” 

Source: Forrester Research, Inc 

Brands that prioritize AI discovery and an answer engine in their product content are more likely to win a greater share of the market in the year ahead.  

2. Localization will boost conversions 

“Fifty-seven percent of U.S. online adults would be more likely to purchase a product if a product’s data, images, videos, ratings, and reviews were localized to their geography on a mobile device, without being authenticated.” 

Source: Forrester’s February 2025 Consumer Pulse Survey 

3. Boldness will define winners 

AI readiness, governance, and integrated ecosystems will shape the market in 2026. 

To understand how these forces connect — and what to prioritize — check out Chuck and Jennifer’s full discussion in the replay.