“Transforming the fields of medicine and science, AI innovations are making headlines daily, but consumers remain skeptical about its use of in retail. Only 27.3% think it has the potential to improve the customer experience, while 26% believe the technology will lead to a more personalized customer journey,” explains Attest. “These perceptions could change, however, as more and more brands integrate AI tools such as shopping assistants. Consumers are largely open to chatbots on manufacturers’ websites; almost 52% of survey respondents said they would be likely to use one to get information, with Millennials aged 25-34 the most enthusiastic (60.2%).”

More convenience

Despite households’ lack of confidence in AI to improve the customer experience, it emerges that they are increasingly turning to it to research for a purchase. Over 41% of citizens say they are able to use a tool like ChatGPT to investigate potential acquisitions (50.1% of Generation Z). “And they are likely to believe the results: 39.9% of people say they would trust information provided by an artificial intelligence, compared with 28.8% who would distrust it,” Attest continues.

On the other hand, consumers don’t want these new tools to replace the human touch. They simply want a smoother …