Oct 30, 2026 · 22 min · 7 segments
TikTok product designer Zhengyang Yang discusses using AI to turn product discovery into purchase confidence, without adding friction or taking choice away from the shopper. AI-assisted shopping is…
Rhys FisherHostSo now I believe that when people are exploring shopping options on platforms, especially those platforms that provide more inspiration and more content that can arise people's interest in shopping, the role that AI plays is to help users from inspiration to confidence.
Because when the users are seeing some product recommended by a merchant or by a you know, sometimes by some other people or by some other content creators, that can create interest.
But how can people become more confident in this product and that this product actually fit those users? This can be a question that can be answered by AI.
so for example if you are purchasing a pair of shoes or if you are purchasing like let's say a t-shirt but you don't know what kind of a size can fit you better this is a question that the creator may not be able to tell you but with the help of ai you may simply input your size profile and like i'm wearing large with nike and i'm wearing I'm with Zara, so what kind of size should I wear with this brand or with this specific item? So I believe in this way, AI can help users make a transition from having potential shopping intent or having interest in shopping into, oh, I'm very confident with this purchase and finally make a purchase behavior.
I guess those I like where this technology can really generally make that journey easier, but also more fulfilling almost.
Are there also perhaps examples, though, where it does ever risk becoming an added hindrance or something? You know, it's another step that customers have to navigate.
So I believe that for AI, right now, in a lot of shopping apps or in a lot of shopping products that I see, the page has already been busy enough.
You may have a lot of components in a single page and sometimes there are also advertisements in it and there can be a lot of other videos that are trying to catch the user's attention.
So in my opinion, I believe that the role of AI should reduce cognitive load instead of just providing a lot of more clicks.
So that is the best way for people to recognize this and build up their, you know, sometimes I would call it mindsets.
So whenever the users see this feature the next time on the other page, like in your shop homepage or in your product detail page or in your search bar, they can quickly see, oh, this is AI features.
So they can also make a decision whether I want to use a traditional shocking module, or I want to use this latest AI shocking module.
I've not heard anyone kind of look at it in that kind of user design level before, but it makes a lot of sense if you're making it kind of visually very easy to separate the AI from the human.
So now I believe that when people are exploring shopping options on platforms, especially those platforms that provide more inspiration and more content that can arise people's interest in shopping, the role that AI plays is to help users from inspiration to confidence.
Because when the users are seeing some product recommended by a merchant or by a you know, sometimes by some other people or by some other content creators, that can create interest.
But how can people become more confident in this product and that this product actually fit those users? This can be a question that can be answered by AI.
so for example if you are purchasing a pair of shoes or if you are purchasing like let's say a t-shirt but you don't know what kind of a size can fit you better this is a question that the creator may not be able to tell you but with the help of ai you may simply input your size profile and like i'm wearing large with nike and i'm wearing I'm with Zara, so what kind of size should I wear with this brand or with this specific item? So I believe in this way, AI can help users make a transition from having potential shopping intent or having interest in shopping into, oh, I'm very confident with this purchase and finally make a purchase behavior.
I guess those I like where this technology can really generally make that journey easier, but also more fulfilling almost.
Are there also perhaps examples, though, where it does ever risk becoming an added hindrance or something? You know, it's another step that customers have to navigate.
So I believe that for AI, right now, in a lot of shopping apps or in a lot of shopping products that I see, the page has already been busy enough.
You may have a lot of components in a single page and sometimes there are also advertisements in it and there can be a lot of other videos that are trying to catch the user's attention.
So in my opinion, I believe that the role of AI should reduce cognitive load instead of just providing a lot of more clicks.
So that is the best way for people to recognize this and build up their, you know, sometimes I would call it mindsets.
So whenever the users see this feature the next time on the other page, like in your shop homepage or in your product detail page or in your search bar, they can quickly see, oh, this is AI features.
So they can also make a decision whether I want to use a traditional shocking module, or I want to use this latest AI shocking module.
I've not heard anyone kind of look at it in that kind of user design level before, but it makes a lot of sense if you're making it kind of visually very easy to separate the AI from the human.
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