A recent survey has revealed that consumers are increasingly receptive to letting artificial intelligence (AI) make purchases on their behalf, although many still prefer some human involvement. The survey, conducted by RTB House and involving over 1,800 respondents from the U.S., U.K., Japan, and France, highlighted significant perceptions and usage of AI in shopping.
Impact of AI on Shopping Decisions
The survey disclosed that 42% of U.S. consumers believe AI tools make their decision-making process longer by presenting more options to choose from. This same AI advantage of offering a broader range has also brought new brand awareness to nearly 59% of American consumers, showcasing AI’s role in enhancing discovery.
Millennials and AI Purchases
The millennial demographic shows substantial openness to AI-driven purchases with conditions. Approximately 42% of U.S. millennials expressed willingness to let AI make purchases of up to $250, as long as there’s a seven-day return policy. However, without this return option, only a third are comfortable with AI making purchase decisions for them.
Trust Dynamics in AI Shopping
Despite the convenience AI offers, a human review prior to a purchase by AI agents is preferred by 35% of the respondents, indicating a lingering desire for human judgment. This preference is even stronger among baby boomers, with 44% opting for a human review.
The study also sheds light on trust ratings among different information sources. While 59% of respondents rely on friends and family for purchase advice, AI has earned trust from 44%, surpassing influencers and traditional media platforms in reliability.
Predictions and Market Growth
Jaysen Gillespie, RTB House’s VP of Product Marketing and Analytics, remarked on the shifting landscape from traditional e-commerce towards AI-driven buying decisions. This transformation illustrates AI’s evolving role in comprehensive product analysis, brand discovery, and price evaluation.
The adoption of AI platforms varies, with Google AI Overviews and ChatGPT leading in the U.S. at 43%, followed by Claude and Grok at 23% and 21%, respectively. In tandem with the rise in AI use, retailers are enhancing their AI capabilities. For instance, Alexa for Shopping, an agentic AI tool, saw a fivefold increase in usage over the past year, involving more than 350 million customers, as stated by Amazon’s CEO, Andy Jassy.
Looking ahead, the agentic commerce market in the U.S. could reach $1 trillion by 2030, as projected by McKinsey & Company and ICSC. Moreover, 62% of the survey’s participants indicated they use AI for comparing prices, brands, and reviews, while 68% reported using at least one AI platform for shopping within the last three months.
Reporting based on coverage first published by retaildive.com.