Is AI-driven shopping curation a good thing?
Through a special arrangement, presented here for discussion is a summary of articles from MarketingCharts, which provides up-to-the-minute data and research to marketers.
A survey of tech-savvy consumers showed that more were confident that AI would narrow (56 percent) rather than expand their options (44 percent).
Interestingly, among those who felt that AI would narrow their options, a slight majority thought that it would limit them from seeing all of the options they would normally explore. Conversely, slightly fewer felt that AI would narrow their options, but in a good way.
The survey from The Integer Group of almost 3,700 U.S. consumers, of whom 3,615 described AI in positive terms, explored AI perceptions.
The findings bring to mind research from L2, which found that Alexa prioritizes Amazon’s Choice products over top-ranked items in conventional search. In presenting just a couple of options for an item, Alexa essentially makes a lot of decisions for the shopper, and the factors used in that curation may not rest simply on high-ranking products.
Nonetheless, there’s more to AI than just Alexa. Overall, 61 percent of respondents in the Integer Group survey felt that AI curation would benefit them either by expanding their exploration and helping them find new things (37 percent) or by narrowing their options in a good way (24 percent).
Thinking ahead five years, the majority of respondents could see themselves letting AI find the best deals on things they regularly buy (some are already asking Alexa about deals), remind them when household items are low, and help make shopping lists.
But fewer than one-third would let an AI assistant automatically buy staples they typically buy, and only one in five would allow it to automatically buy perishable groceries. Likewise, just one-fifth would be comfortable letting AI proactively order items they haven’t purchased but might like.
There are also generational gaps here: Millennials (27 percent) were more than twice as likely as Boomers (12 percent) to let AI proactively order everyday household items for them.
Moreover, Millennials were considerably more likely than Boomers to see themselves letting AI stop them from ordering something because they had reached their monthly budget or because it did not align with their health or lifestyle goals.
- Is AI-Driven Shopping Curation Even A Good Thing? – MarketingCharts
- Embracing The Machines Part 2 – Integer
- Shoppers’ Biggest Concern With AI? Their Personal Info – MarketingCharts
- Embracing The Machines Part 1 – Integer
- How Alexa Transforms Brand Visibility on Amazon – L2
DISCUSSION QUESTIONS: Do you see AI-driven suggestions as transformative, somewhat beneficial or potentially detrimental to the online shopping experience? How open will consumers become to letting AI guide their purchasing decisions?