A new survey about the role generative AI is playing in retail shopping has revealed that most US shoppers aren’t even aware that they are using the technology.
Bain & Company surveyed 700 online shoppers to understand how customers are responding to AI technology while shopping online.
A shocking 71% weren’t even aware that they were using generative AI during recent shopping experiences.
Almost half of the respondents see significant potential in generative AI. They are open to its integration in retail.
Bain Partner and Global Head of Design Merritt Robinson says that over the years, the technology has been finely tuned to complement existing shopping habits rather than replace them.
Generative AI will help retailers stay in touch in more natural and helpful ways, says Robinson.
What do customers want from AI Shopping?
Customers value passive generative AI tools, such as your review summaries. They want the technology to save time and simplify their decision-making during the shopping experience.
There is definitely optimism over personalization of online shopping. The survey shows that shoppers are more willing to share personal data for better recommendations.
But not all are positive about the adoption of artificial intelligence features.
Enhancing, not disrupting shopping flows
Nearly half of the respondents say they are not using generative AI tools for online shopping because they are happy with their current methods of browsing and picking items.
Only 22% do not trust the technology, while 6% believe it is too difficult to use.
Generative AI shows promise in helping customers resolve issues like returns and delivery queries online, which was hard to automate before the use of artificial intelligence.
One thing is for sure: customers value experiences where artificial intelligence anticipates their needs, such as context-specific reviews.
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Mia is a multi-award-winning journalist. She has more than 14 years of experience in mainstream media. She's covered many historic moments that happened in Africa and internationally. She has a strong focus on human interest stories, to bring her readers and viewers closer to the topics at hand.
