Dive Brief:
- ChatGPT, Gemini and other AI-powered tools are rapidly changing consumers’ shopping behavior, according to a Bloomreach survey released earlier this month.
- Most consumers surveyed — 61% — have used general-purpose AI tools to help them shop online, with more than half — 54% — reporting their search habits have become more conversational in the past 12 months.
- “We have known for some time that AI would fundamentally change the way consumers approach online shopping, but it’s now clear we’re no longer talking about the future — we’re talking about the now,” Bloomreach co-founder and CEO Raj De Datta said in a prepared statement. “Consumers have new expectations for online shopping… it’s up to brands to meet them where they are or risk falling behind.”
Dive Insight:
Consumers are using AI to spot the best deals, find specific items online and get brand recommendations. AI influenced $229 billion of global online sales during the 2024 holiday season alone, according to Salesforce data released in January.
Two-thirds of respondents are at least somewhat familiar with shopping-specific AI tools like Amazon’s Rufus, with nearly 3 in 5 consumers saying they had used one in the past six to nine months.
Respondents said the biggest benefit of AI shopping assistants is saving time, alongside easier navigation and better product recommendations, the research found.
Half of those surveyed said they would be more likely to use an AI assistant that knew their preferences, such as size, style or favorite brands, and used that information to personalize responses and recommendations.
In addition, 35% of respondents said they search e-commerce websites using questions, while 41% said they use more natural language. Only 56% said they use specific keywords.
It’s “a notable change from a historical reliance on keywords,” according to the news release.
As a result, 93% of those surveyed said it’s important for e-commerce websites to understand conversational queries.
When it comes to customer-facing AI tools or assistants, customer experience leaders should aim to meet consumers' rapidly evolving needs and preferences, experts told CX Dive in January.
However, businesses must do their due diligence before rolling out customer-facing AI-powered tools that could backfire and harm the consumer experience. Companies should use AI to enhance the existing consumer journey rather than fundamentally alter it, experts said.
Bloomreach, with support from Propeller Insights, surveyed more than 1,000 U.S. adults aged 18 to 50 from Jan. 29 to Feb. 5.
