AI

Gap growing between retail AI, consumer trust

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January 27, 2026

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While AI is reshaping the in-store experience there is a increasing gap between retailers' and consumers' experiences.

That's a top finding from a VoCoVo report, "In-store Intelligence: AI's Role in Retail's Human Touch," which examines how artificial intelligence is reshaping the in-store shopping experience, and highlights the growing misalignment between retailers' and consumers' experiences, expectations and results. The report is based on a survey of 250 U.S. retail decision-makers and 500 U.S. consumers, who shopped in-store within the last 12 months, according to a press release.

The data reveals that while retailers are rapidly adopting AI to address labor shortages, rising costs and theft, consumers remain focused on speed, service quality and transparency.

But consumers not always want it to come from AI, as their trust and comfort with the technology, particularly in physical store environments, is more apprehensive as consumers judge AI by its impact on their experience.

Faster checkout was cited as the most desired improvement by 42% of shoppers, followed by easier product navigation and increased availability of staff.

"It is well understood that retailers and their teams are under real and sustained pressures. New and innovative technologies, like AI, are being implemented to release some of the pressure and recalibrate retail operating models. What this research shows is simple: technology must be deployed with a clear human purpose if it is to create sustainable impact and value," Beth Worrall, CEO at VoCoVo, said in the release. "In today's retail store environment, AI is most effective when it helps colleagues act with speed and confidence, stay connected and informed, and deliver better service — without eroding consumer trust."

The report concluded the future of U.S. retail will not be fully automated nor purely human-led. Instead, success will depend on balance: AI that accelerates operations, colleagues who provide reassurance and connection and clear communication that builds trust.