AI

Over half of shoppers view generative AI as boosting online experience

Photo: Adobe Stock (AI Generated)

April 3, 2024

Over half of consumers, 58%, believe generative AI has already improved the online shopping experience, and 52% are likely to use gen AI tools to help with clothing purchases.

Those are top findings from an Adobe study regarding how Americans are and have used generative AI.

Online traffic to retail sites from generative AI tools has jumped 304% year over year, according to a press release on the Adobe Analytics insights and that statistic shows consumers are leveraging conversational interfaces.

A hefty number of consumers, 71%, believe using generative AI to produce images of them wearing a product can boost their confidence in making a purchase and 66% want brands to use purchase history and other data to make shopping experiences more relevant to their needs.

Additional findings include:

• Consumers are most excited about the potential of gen AI to help enable websites that automatically filter products based on consumers' needs (40%), designing a custom product (37%), summarizing product reviews (37%), chat bot-based customer service (36%), and virtual personal shoppers to customize options (31%).
• Of the Gen Z respondents that said they use Gen AI every day, half use it most to make shopping and price comparison research faster and easier, and almost half use it for getting faster and better customer support when they reach out to a company.
• Over half (53%) of Americans surveyed have used generative AI, most in their personal lives (81%) followed by work (30%) and school (17%). Of those who regularly use generative AI, 41% use it every day.
• When contemplating the use of generative AI in travel, nearly all consumers find the following applications appealing: Receiving a comparison of pricing options for travel (93%), discovering the working hours for hotel services and restaurants (90%), and finding nearby parking, restaurants, and pharmacies (90%).

Adobe surveyed 3,000 consumers and surveyed 400 marketers about usage and consumption of generative AI in their businesses.