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Curiosity

SurveyMonkey research: AI in retail

SurveyMonkey research: AI in retail

Key findings:

  • While consumers are already interacting with AI across the customer journey, opportunities are ripe for AI to improve customer friction, especially for product discovery
  • Younger consumers are more bullish on AI when it comes to product recommendations, with human recommendations more trusted for being relatable to consumers and having in-person knowledge and AI recommendations more trusted for precision and speed
  • Consumers are most interested in AI products within entertainment and smart home devices.

Consumers are already interacting with AI across the customer journey

1-ai-interactions

From discovering new products to interacting with customer service, Americans are already experiencing AI through various interactions with brands. In the past 12 months:

  • 54% used a chatbot for customer service or support
  • 53% purchased a product recommended by a store or retailer
  • 46% purchased a product shown on social media
  • 37% used an online tool or service to virtually ‘try on’ products before purchasing
  • 35% made a purchase using voice assistant
  • 34% used a chatbot to learn about or discover new products

Opportunities are ripe for AI to improve customer friction, especially in product discovery

2-ai-usage

Despite the prevalence of AI across multiple touchpoints in the customer journey, opportunities remain, with the majority of customers saying they always or sometimes leave a company’s website without purchasing anything due to not being able to find the product they were looking for (75%), having too many options (58%), or not being able to find assistance from customer service or support (52%).

AI chatbots like ChatGPT see interest from consumers for product discovery and research

3-chatbot-usage

Generative AI chatbots similar to ChatGPT see interest from consumers, with more than half expressing interest in using such chatbots for conducting product research (59%), getting personalized product recommendations (55%), or making shopping lists (54%).

Most consumers still trust humans more than AI when it comes to product recommendations, but younger consumers are more bullish on AI

4-ai-vs-humans

Nearly half (48%) of consumers say they think a human provides better product recommendations than AI would (24%), while 27% see no difference in ability. Those who preferred humans over AI cited humans being better at relating to their needs (60%) and having more authentic in-person knowledge (57%). 

5-ai-vs-humans-2

AI providing more precise suggestions (51%), providing faster recommendations (49%), knowledge of preferences and shopping habits (48%) and providing unbiased suggestions (48%) were the leading reasons among those who preferred AI over humans for product recommendations.

Entertainment and smart home devices are the leading category for AI products 

6-ai-products

Americans express the most interest in AI for entertainment devices (32%), such as headphones and televisions, and smart home devices (30%) such as Amazon Echo. One in four also show interest in purchasing fitness devices (24%), health devices (24%) and household tools (26%) that use AI. Sporting goods (14%), travel accessories (16%), sleep devices (17%), and pet accessories (17%) see the lowest levels of purchase interest from consumers.

Read more about our polling methodology here

Click through all the results in the interactive toplines below: