A newly-released report by Quad and The Harris Poll took a closer look at retail trust in the age of AI. The results found that while lots of consumers use AI and are drawn to it for practical reasons, many still have issues surrounding trust and privacy. It also provides some insights about the role of in-store experiences in a world that’s increasingly becoming more AI-enabled.
Consumers Are Drawn to AI for Practical Reasons
The report, which was presented by Quad and conducted by The Harris Poll, is based on a survey of over 2,000 American adults from a variety of different generations. It goes over all things AI shopping, such as adoption, reasons people use it and why it’s appealing, the issues some people have with it, and more.
As many consumers become more intentional when they shop, and as people aim to be more informed about their purchases, many customers are turning to AI shopping agents to help. In fact, the report finds that 36% of respondents have already tried or currently use AI shopping tools.
Another 38% of respondents are aware of AI shopping agents but have never used them, while 26% had never heard of these tools before participating in the survey.
Many people who use these tools see them as a way to shop more confidently and reduce the risk of making a bad purchase. While using AI for shopping is often touted for its convenience, this shows that many people use it to also make smarter decisions and ensure they find a good deal, in addition to simply saving time and effort.
The report also detailed exactly what aspects of AI shopping seem appealing to customers. The top responses include:
- Spotting price inconsistencies across retailers (66% of respondents)
- Simple and easy-to-use interfaces (63%)
- To help stay on budget and control spending (60%)
- Narrowing choices down faster (60%)
- A more seamless experience without having to switch between different platforms (58%)
- To find recommendations that feel less biased than what influencers provide (57%)
- A more personal and curated approach to product discovery (56%)
- Having the tedious parts of shopping handled for them (55%)
As you can see, many people are clearly drawn to AI shopping for practical reasons, such as reducing uncertainty about their purchases and making decisions simpler and faster.
But Many Consumers Struggle to Trust AI Shopping
However, despite this growing interest in using AI for shopping, many consumers still struggle with trusting it. While many may trust it enough to serve as an advisor about product features, pricing, and other basic information, this trust is drastically reduced when AI shifts from just being an advisor to being a buyer.
In fact, the report found that only 39% of Americans trust AI to make everyday purchases, and only 34% are comfortable with having it purchase larger items. This echoes previous research, which found that most people prefer AI for supportive tasks as opposed to giving it complete control over purchases.
AI can also play a role in how consumers trust the brands they purchase from as well. In fact, 75% of Americans agreed that if they learned brands were paying to influence AI agents, they would trust those brands less. On the other hand, if a brand offered price matching for purchases made through AI, 74% of people would trust them more.
However, it’s important to note that younger generations trust AI more, even more than in-store associates at times. For example, while 45% of Americans in general trust AI to make better product recommendations than in-store associates, the percentage rises to 54% for Gen Z and 60% for Millennials.
In addition to trust, some consumers struggle with privacy concerns surrounding AI. While many people like the personalization and curation that AI shopping provides, 54% of respondents find it unappealing to let these tools access their shopping history and preferences. Similarly, 73% of Americans also feel uneasy about how AI might use their personal shopping data.
The Relationship Between Physical Retail, AI, and Online Shopping
The report also goes over the interesting link between physical retail, AI, and online shopping. First, it finds that positive in-store experiences may drive people to consider purchasing from a company online. In fact, 81% of Americans said that if they have a great in-store experience with a brand, it’ll make them more confident in trying new products from that brand online.
On the AI side of things, the study found that 49% of Americans would consider signing up for a brand’s printed catalogs or other retailer communications if it were recommended by an AI agent. Also, the same number said they would sign up for digital communications from the brand if AI recommended it.
Many people believe AI is solely competing with online stores and physical retail, but it seems that each of these channels has its place in a customer’s purchasing journey, and may even work together or complement each other at times.
While it’s clear that AI has huge potential and has captured plenty of attention in the retail world, some people still have issues with trust and privacy. If brands and the AI shopping industry in general can get beyond these concerns, there’s no telling how large the AI shopping market could become.
