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

Most shoppers say they would be willing to share data on personal interests, such as hobbies and favorite products, and demographics. In exchange, customers say they expect generative AI to help with the discovery and decision-making phases of their purchasing journey, specifically by finding products aligned with their timing, context, past purchases, and preferences.

Building and maintaining shopper trust is essential
Retailers are asking customers to join an experiment, so building and maintaining trust is essential. Brand reputation goes a long way: 41% of customers say they would feel comfortable using a generative AI tool from a brand they trust.

Generative AI is still subject to hallucinations though, and these kinds of mistakes erode trust. More than half the customers we surveyed say the biggest negative impacts to user experience are inaccurate product information (56% say it’s very or extremely negative) and obvious errors (57%). This is yet another reason to be transparent with customers about experimental uses of generative AI and to lean into passive applications, which can be more closely controlled.

“Generative AI provides a bridge to a more interactive and personalized retail experience,” said Mikey Vu, partner and head of Bain’s Retail AI practice. “Some executives are understandably concerned about its tendency to deliver inaccurate information and the impact that can have on customer relationships. That’s why careful and thoughtful product design is pivotal. Setting expectations is key: ‘should generative AI be perfect, or should it be reliably better than today’s experience?’ In practice, we’ve actually seen generative AI’s customer responses be more accurate, on average, than those from human agents. Retailers who prioritize trust, transparency, and adaptability will unlock new levels of engagement and loyalty among their customers.”

Editor’s Note: For more information or to arrange an interview, please contact: Katie Ware, Bain & Company, tel. +1 646 562 8107, email: katie.ware@bain.com.

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SOURCE Bain & Company