Shoppers want AI as a shopping tool, not a salesperson
People are excited about AI – but in retail environments, brand managers should focus on the implementations they’re most excited about, says Ipsos’ Zach Sanders.
Chatbots and AI tools are seeing more use in e-commerce and physical stores. But which features are shoppers sold on?
Recent Ipsos polling shows just 9% of Americans feel that product recommendations based on their purchase history are the most useful application of AI when shopping. Respondents are also wary of AI-generated review summaries and image-based product identification — but they’re enthusiastic about opportunities to save, with one in four preferring AI-based recommendations for lower-priced items.
As these preferences influence shoppers’ paths from discovery to checkout, brands will have fewer opportunities to intervene in the process. This means it will be crucial for brands to build initial desire and ensure customers seek out their brands.
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