As consumers increasingly rely on artificial intelligence (AI) to enhance their shopping experiences, a recent survey by ACI Worldwide reveals that many are hesitant to let AI assume full control over purchasing decisions. The survey, which involved more than 3,300 consumers from the U.S. and U.K., highlighted a significant gap between using AI for advisory purposes and allowing it to make purchases independently.
Limited Trust in AI’s Purchasing Capabilities
The survey found that only a small fraction, 7%, of fashion shoppers would permit an AI assistant to make purchases on their behalf without prior approval. In contrast, a larger segment—53%—expressed discomfort with AI making autonomous purchase decisions, while 14% of respondents would require manual approval for each purchase recommendation made by AI tools.
AI’s Role in Deal Hunting
Despite reservations about ceding purchasing control, consumers show enthusiasm for AI’s ability to aid in deal hunting. The majority value AI features like price alerts and cross-retailer price comparisons, underscoring AI’s role in enhancing shopping efficiency and maximizing savings.
Forging Trust Amid Privacy Concerns
Privacy remains a key issue for those using AI-enabled shopping tools. Data from the Qualtrics XM Institute indicates that 53% of global consumers are worried about privacy risks associated with AI support. Furthermore, only 40% trust organisations with responsible handling of their data. Marie Driscoll, president of the Retail Marketing Society, remarks on the evolving trust landscape, indicating that consumer loyalty is increasingly tied to the quality of service and information provided by retailers and their AI capabilities.
Opportunities for Retailers
Retailers have an opportunity to leverage AI to build customer loyalty by integrating effective features into their apps, such as order tracking, return management, and promotional access. This side of AI offers consumers control over the selection process while still benefiting from AI’s expansive search capabilities. According to Isabelle Zdatny of Qualtrics XM Institute, consumers prefer AI tools that offer a curated selection, allowing them to make the final purchasing decision.
Enhancing the Shopping Experience
In the fashion sector, AI is valued not just for its ability to compare prices but for its editorial prowess in recommending products based on specific consumer needs. Driscoll advocates for AI’s potential to function as an effective “editor” that can provide tailored suggestions, such as assessing the quality, fit, and compatibility of clothing items with already owned pieces.
Reporting based on coverage first published by retaildive.com.