AI

Most consumers uncomfortable with AI tools

Photo: Generated by AI. Adobe Stock.

May 16, 2025

Just 18% of U.S. consumers are comfortable with certain AI-driven features and 71% are uncomfortable with AI tools.

Those are top findings from Scayle's "Conversion Killer" report that polled more than 1,500 U.S. consumers. The data also revealed one in three consumers are putting price before brand loyalty, according to a press release on the findings.

Shoppers are open to AI being used for customer service and product discovery. But just 8% believe convenience, e.g., voice commerce or shopping assistants, will have the greatest impact on their buying experience.

When it comes to loyalty programs, 49% of consumers want to see regular discounts, and 36% want added incentives like free shipping, or buy now, pay later options — with 35% valuing loyalty programs that are free of costs.

"We know US retailers are facing a challenging landscape right now, with a turbulent economic climate reducing consumer purchasing power, and tariffs set to squeeze bottom lines even further," Daniel Fertig, director partnerships at Scayle, said in the release. "Brands need to continue investing in AI to get ahead – but it's clear customers want to see it used for product discovery and improving customer service, rather than AI-generated images or chatbots. The biggest takeaway is that — even during uncertain times — there are some immediate pain relievers for brands, like implementing AI solutions customers actually want, introducing incentive-driven loyalty programs, and prioritizing product quality."

Additional findings include:

• 67% of Gen Z consumers (ages 16-26) are likely to sign up for subscription services from retailers they shop with.
• When shopping on a marketplace, 30% of millennials (ages 27-42) are looking for new brands to try, compared to 18% of Gen X and just 9% of Baby Boomers.
• 40% of Baby Boomers express discomfort with AI chatbots, compared to 24% of millennials (ages 27-42) and 25% of Gen Z.