Two-thirds of consumers in the US and UK express openness to using AI assistants for online shopping, according to recent research commissioned by Nosto. The study reveals that while 66% of shoppers are willing to embrace AI technologies such as ChatGPT and retailer-specific tools, a significant portion—69%—quickly disengage when faced with irrelevant product suggestions.
The survey of 2,000 participants indicates a growing trend toward AI-driven shopping experiences, particularly among younger consumers. Over 72% of respondents expect AI to aid in their online purchases, with desires focusing on personalized recommendations (51%), deal alerts (59%), and guidance on complementary items (40%). The findings underscore the necessity for AI assistants to deliver relevant experiences; the majority of users abandon interactions when they feel the AI does not understand their needs.
Despite this enthusiasm, there remains a gap between consumer expectations and retailer readiness. While 36% of e-commerce retailers allocate budgets for AI technologies, many admit their efforts are limited in scope. To bridge this gap, it is crucial for brands to prioritize functionality, transparency, and user control in their AI implementations.
As the landscape of online shopping continues to evolve, retailers that effectively harness AI’s potential can enhance customer experience, build trust, and ultimately secure a competitive edge in a rapidly changing market.
