Choice used to be power. Now it is noise. When faced with too many options, people freeze. This is called decision fatigue. In digital retail, it shows up as longer sessions with fewer conversions. A modern AI chatbot for e-commerce reduces cognitive load. It narrows options based on context. It asks follow-up questions. It guides instead of lists. https://www.getmyai.ai/blog/ai-ecommerce-future-growth