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Dive Brief:
- As more retailers experiment with AI, nearly six in 10 (58%) respondents to an Adobe survey said that generative artificial intelligence has already improved their online shopping experience. Two-thirds of respondents said they want brands to analyze their previous purchases and other customer information to tailor the shopping experience to their needs, according to the survey, which included 3,000 U.S. consumers.
- More than half (52%) of shoppers said they are likely to use generative AI tools to help with clothing purchases. Seventy-one percent of respondents said they think using generative AI to try on products virtually before buying them could assure them in their online shopping decisions, Adobe found.
- Among the top generative AI use cases consumers look forward to are: automating product filters based on customer needs (40%), creating customized items (37%), summarizing product reviews (37%) and customer service chatbots (36%).
Dive Insight:
Retailers have jumped headfirst into providing AI tools to solve customer pain points. In recent years, major retailers, including Etsy, Walmart and Sam’s Club, have used AI to manage everything from checking receipts and providing gift recommendations to enhancing search capabilities and summarizing product reviews.
Alongside consumer interest in generative AI, Adobe found that most marketers are already using it. Of 400 U.S. marketer respondents to Adobe’s survey, two-thirds said they are using generative AI as part of their marketing strategy, though almost half (46%) are still in the experimentation stage. Among the tasks that marketers expect to use generative AI for are deploying personalized customer experiences at scale (59%), offering faster customer support (51%), streamlining internal workflows (50%) and optimizing marketing budgets (43%).
Adobe’s report builds on previous research suggesting that retailers will use artificial intelligence for more tasks in the near future. A Carl Marks Advisors survey released earlier this year found that consumer packaged goods executives are planning to use artificial intelligence for marketing (56%), financial forecasting (52%) and customer service (34.4%), among other functions. Meanwhile, over a fourth of retail executives surveyed by Coleman Parkes Research and Algolia said they anticipate artificial intelligence becoming a more significant part of search experiences this year.
As retailers integrate artificial intelligence tools into their businesses, the National Retail Federation has introduced parameters for responsibly doing so. In November, the NRF introduced principles for using AI in the industry, spanning customer engagement and trust, governance and risk management, business partner accountability and workforce applications.
via https://www.aiupnow.com
Tatiana Walk-Morris, Khareem Sudlow
