Consumer perceptions of AI in retail and ecommerce

United States

87% of people are likely to provide personal information to brands to save money

Americans fear AI and big corporations taking their data, but a new survey found that 87% are admittedly likely to provide personal information to brands to save money.

A poll of 2,000 US adults found 86% believe they know what AI is, but only 46% know what it does. This shows that more than half of Americans are unsure of the capabilities of AI. Over half (58%) trust AI, with Gen Z being the most trusting (67%). The least trusting was found to be baby boomers, at 29%.

They were comfortable letting AI auto-order household items when they ran low (36%), making reservations on their behalf (33%), and choosing their clothes for them (30%).

Meanwhile, tasks people said they would not trust AI with are their taxes (31%), driving (28%), and monitoring children (26%).

The study commissioned by UserTesting and conducted by OnePoll revealed that 70% are concerned about their privacy when they use artificial intelligence (AI) — top concerns being over not knowing what’s being done with their personal data (72%) and getting targeted ads (56%).
Millennials are the most concerned with AI privacy (72%), while Baby Boomers are the least (66%). Over half (55%) are concerned about big corporations accessing their personal information.

Yet privacy concerns don’t stop Millennials from sharing their personal information: 73% are willing to hand over their details, while Gen Z and Baby Boomers were the least likely to share (29%, equally).
Despite the concerns many have, respondents shared they would still be willing to share their birthdate (52%), their full name (45%), the name of their spouse or partner (44%), their email address (38%), the names of their children (36%) and even their social security number (34%).

“It’s quite interesting to see this dichotomy so many people have with AI,” said Lija Hogan, Principal, Experience Research Strategy, UserTesting. “So many seem to have a fear of AI or big corporations taking their data, but they’re willing to give it away if the deal is good enough. What this shows us is a core misunderstanding of what AI is and how it’s used. Many might think they know what it is, or they might be willing to give AI and companies access to certain personal information, but there’s still an overall concern about its capabilities and how it can benefit them.”

The study also revealed half of Americans currently use AI in some capacity in their daily life — usually engaging it through their computer (74%), phone (62%), or while shopping online (57%). And 72% believe AI can save them up to an hour in their daily routine.
Shoppers specifically stated they believed AI was being used in customer support (70%), estimating shipping costs (69%), and managing returns and exchanges (64%).

Two in three (65%) believe AI knows their shopping habits equal to or better than those closest to them. Likewise, 53% believe AI knows their shopping habits are equal to or better than themselves.

Nearly three-quarters (73%) believe AI improves the shopping experience — saving shoppers time (73%), offering them convenience while shopping (66%), and creating personalized experiences for them while shopping (62%).
And with Black Friday quickly approaching, most shoppers (73%) plan to use AI to find the best deals for the busiest shopping day of the year.

“In many ways, it’s refreshing to see so many people already aware of how AI is incorporated into their shopping habits,” continued Hogan. “Still, the misconception of how AI is used is still prevalent. Making shopping easier with the use of AI means explaining to shoppers how AI can benefit their experience.”

Hear what respondents have to say. 

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Top 10 tasks people in the US would trust with AI

• Auto-ordering things for me when I run low on something – 36%
• Making reservations for me – 33%
• Choosing my clothing – 30%
• Taking my food order at a restaurant – 27%
• Emailing/texting people for me – 24%
• Handling my finances or taxes – 21%
• Driving – 15%
• Monitoring the home – 13%
• Monitoring children – 12%
• Choosing what I should watch on TV – 8%

Top pieces of information people in the US would share to get a good deal

• My birthdate – 52%
• My full name – 45%
• The name of my spouse or partner – 43%
• My email address – 38%
• The names of my children – 36%
• My social security number – 34%
• My credit card number – 31%
• My ID/driver’s license – 27%
• My allergies – 24%
• My style preferences – 22%

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Survey methodology

This random double-opt-in survey of 2,000 general population Americans was commissioned by UserTesting between August 3 and  August 5, 2023. It was conducted by market research company OnePoll, whose team members are members of the Market Research Society and have corporate membership to the American Association for Public Opinion Research (AAPOR) and the European Society for Opinion and Marketing Research (ESOMAR).

United Kingdom

27% are likely to provide personal information to brands for exclusive deals

The evolving relationship between consumers and technology, especially Artificial Intelligence (AI), remains a topic of profound interest and varied opinions. A recent survey set out to gauge the understanding, trust, and utilization of AI among Brits, shedding light on their attitudes, perceptions, and behaviors as they intersect with this groundbreaking technology.

In a recent survey on the understanding and use of Artificial Intelligence (AI) among Brits, it was found that a combined 68% have a varying degree of familiarity with AI. However, there's still a significant 32% who possess little to no comprehension of the technology. Many respondents associate AI with functions in voice assistants, customer service chatbots, the auto-generation of search terms, and the creation of images, videos, and video games.

Regarding the integration of AI into daily life, about 27% of respondents use AI predominantly through their phones, computers, and during online shopping. While AI's presence in shopping is felt in areas like product recommendations, customer support, and product suggestions, there is a notable 31% who have had less than positive experiences. Interestingly, there's a divided sentiment on AI's understanding of personal shopping habits. Some even feel AI has a deeper insight than their close acquaintances or even themselves. Despite the concerns, 59% are of the opinion that AI generally enhances the shopping experience by saving time, offering personalized experiences, and bettering shipping/tracking functionalities.

On the topic of trust, AI still has a long way to go in the UK. A mere 23% of those surveyed trust the technology, while a significant 38% are skeptical. While some are comfortable letting AI handle tasks like restaurant orders or reservations, there's a predominant apprehension about its roles in driving, managing finances, and health-related decisions. Although the average Brit believes AI can save them roughly 14 minutes each day, a sizable 48% feel the technology won't bring about any time-saving benefits. Moreover, while most individuals prefer to manage daily tasks on their own, 11% are inclined to let AI take the lead.

When it comes to personalized advertisements, 75% consider them intrusive and harbor concerns about their privacy when using AI-driven services. Major fears revolve around potential misuse of personal data and the threat of identity theft. However, it's noteworthy that 27% are still willing to share personal details like email addresses, full names, and birthdates in exchange for exclusive deals and personalized suggestions.

Focusing on shopping patterns, especially with Black Friday/Cyber Monday on the horizon, only 15% have shopping plans. Their approach to shopping is a mix of in-store and online methods. About 47% are open to utilizing AI for scouting the best deals. When it comes to budgeting for the shopping season, most respondents lean towards either increasing their spending or maintaining it at the previous year's level. Lastly, while online deal-tracking sites and search engines are popular for finding the best shopping deals, a significant number still rely on traditional in-person shopping to find the best bargains.

The insights from the survey underscore the complex dynamics between Brits and AI. While there's a discernible shift towards recognizing the benefits and conveniences AI offers, notably in shopping and personalization, trust remains a significant barrier. Concerns about privacy, data misuse, and the overt presence of AI in daily life manifest consistently. However, the willingness of some to share personal data for benefits suggests that the balance between convenience and caution is still in flux. As AI continues to integrate deeper into daily life, it's evident that its acceptance in the UK will be a journey marked by both optimism and caution.

Hear what respondents have to say. 

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Australia

24% of Australians are willing to provide personal information for deals

As Artificial Intelligence (AI) continues to infiltrate various sectors globally, understanding its reception, perception, and use in different demographics becomes crucial. Our recent Australian report dives deep into the relationship between Aussies and AI, capturing their comprehension levels, trust factors, and everyday interactions with this rapidly advancing technology.

A mere 20% of Australians believe they understand AI "very well," with a further 41% expressing moderate familiarity. The majority associate AI with applications like voice assistants, chatbots, and gaming. In daily life, only 28% actively acknowledge using AI, predominantly through their phones and computers, with a notable number engaging via their TVs. AI's presence in online shopping is perceived in product recommendations and customer support, and while a good majority believe AI enhances the shopping experience, there is still a substantial percentage that remains unsure or unsatisfied.

Trust in AI emerges as a gray area. Only 28% of respondents trust the technology. Regarding specific tasks, there's a split sentiment; while some are comfortable with AI handling food orders or making reservations, significant reservations persist around the technology's role in driving, finances, and health.

One of the report's highlights suggests that Australians believe AI can save them, on average, 57 minutes daily. Despite this potential time-saving, 71% prefer executing everyday tasks themselves. Personalized ads, largely driven by AI, are viewed as intrusive by 63%, and an overwhelming 74% hold concerns about their privacy when engaging with AI-powered platforms, primarily due to data misuse and identity theft fears. Nevertheless, some remain willing to exchange personal data for deals and personalized recommendations.

Regarding shopping patterns, especially in light of the upcoming Black Friday/Cyber Monday, there's a mixed bag of responses. Some see the appeal in leveraging AI for deal-hunting, while others remain traditional in their shopping approach, favoring in-store experiences. Finally, searching for items online predominantly happens through search engines, with some also using website filters.

The Australian AI landscape, as revealed in our report, paints a picture of cautious optimism. While there's an appreciation for the conveniences AI offers, a clear underlying thread of skepticism and concern exists. As AI continues to shape and redefine experiences in Australia, its full acceptance hinges on addressing these reservations and aligning more closely with consumer comfort and trust levels.

Here is what respondents have to say. 

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