Shoppers are increasingly using artificial intelligence (AI) for purchasing decisions, but a significant number end up regretting their choices. A recent survey by SmartCustomer indicates that while 76% of American consumer respondents have used AI for buying products over the last year, a notable 89% remain sceptical about the accuracy of these AI recommendations.
Significant Regret Over AI-Guided Purchases
Out of nearly 1,200 U.S. consumers surveyed, approximately one-third admitted to making regrettable purchases based on AI suggestions. These faulty purchases mainly involved electronics, which made up 50%, while apparel and footwear contributed 45% to the dissatisfaction.
Distrust Toward AI-Surfaced Information
While AI plays a growing role in the shopping landscape, this survey highlights consumers’ distrust towards the technology’s accuracy. More than half of respondents (53%) suspect that some companies provide false or misleading information to influence AI-driven recommendations. Furthermore, a striking 98% believe that AI platforms should be more responsible for verifying the legitimacy and reliability of the sellers they suggest.
Trust and Adoption Divide
Michael Lai, CEO of SmartCustomer, stated that despite AI’s increasing role in shopping habits, consumer trust is lagging, mainly due to negative purchase experiences. A previous YouGov survey supported this, showing that 41% of consumers harboured a complete lack of trust in AI shopping assistants.
The SmartCustomer survey also exposes demographic differences in AI shopping habits. Men are more likely to shop with AI assistance, with 63% reporting usage, compared to 53% of women. Generationally, Gen Z shows the highest resistance to AI shopping, with 21% planning to never engage with AI for purchases.
Preference for Human Oversight in AI Transactions
Another survey from RTB House revealed a desire for human oversight in AI transactions, with 35% of respondents across generational lines wanting individuals to review transactions made by AI. This preference is particularly strong among baby boomers at 44%.
Concerns About Authenticity in Brand Messaging
Moreover, the use of AI by brands can be a disincentive for some consumers. A Gartner survey conducted in March, involving over 1,500 U.S. consumers, found that half prefer buying from brands that eschew AI in customer-facing communications, with more than two-thirds questioning the authenticity of digital content.
Reporting based on coverage first published by retaildive.com.