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Most US shoppers are encountering generative AI while shopping without realizing it

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Most US shoppers are encountering generative AI while shopping without realizing it

  • A survey of 700 online shoppers in the US shows 71% are unaware of having used generative AI while shopping online even though most had recently shopped at retailers currently using it

  • 41% of customers say they would feel comfortable using a generative AI tool from a brand they trust

  • Most customers are optimistic about the impact of generative AI, saying they would provide relevant personal data in exchange for meaningful generative AI personalization

  • More than 50% said the biggest negative impacts to user experience are inaccurate product information and obvious errors

NEW YORK, Nov. 13, 2024 /PRNewswire/ –Generative AI continues to change the retail industry, enhancing customer interactions by providing personalized, efficient, and engaging shopping experiences. Yet many shoppers don’t realize when they are encountering it. A Bain & Company survey of 700 online shoppers in the US found 71% of consumers say they are not aware of having used generative AI in their online shopping even though most have recently shopped with retailers where they are likely to have encountered it. But despite low awareness, customers are optimistic about the impact of generative AI, with roughly half seeing significant or transformative potential and many willing to provide personal data for better personalized recommendations.

(PRNewsfoto/Bain & Company)

The potential risk of generative AI turns out to be less a barrier to usage than expected. Respondents say their top reasons for not using generative AI tools while shopping online are because they’re satisfied with current methods (47%) and don’t see the need for new tools (39%). Just 22% said it’s because they don’t trust generative AI tools.

“The online shopping experience has been so finely tuned over the past couple decades that retailers’ near-term generative AI priorities should be about complementing existing shopping habits, rather than replacing them,” said Merritt Robinson, partner and global head of design for the Bain Innovation & Design team. “It’s about enhancing, not disrupting, shopping flows. It may be somewhat counterintuitive, but this includes moving beyond some of the more explicit tools, like chatbots, to more passive solutions, such as summarized reviews on product pages. Much of the magic will then come from more proactive solutions, such as personalized content, tone of voice, and anticipatory service in customer interactions. Generative AI will help retailers stay in touch in more natural and helpful ways.”

Generative AI may hold new potential for customer data collection
Bain’s research suggests customers understand generative AI’s potential to personalize their experiences and that because of that, they’re more willing to exchange data for better personalized recommendations than they might have been in other contexts.

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