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Diving briefs:
- According to the Usertesting Survey, which targets 4,000 consumers in the US, UK and Australia, a third of shoppers plan to support holiday shopping this year.
- Shoppers will use AI to determine gift ideas, price comparisons, product links and value of transactions, the study found. The younger generation is open to integrating AI compared to other generations, with 56% of Gen Z and 50% of millennials planning their signal to adopt the tool.
- Still, some respondents expressed skepticism about using AI for holiday shopping, citing concerns about data privacy, fraud and lack of human touch, the survey found.
Dive Insights:
Despite concerns about AI, consumers see them as useful tools that will inevitably change future shopping habits, research finds.
The survey found that 81% of Gen Z consumers, 70% of millennials and 56% of Gen Xers would change the way AI shop in the next three years. More than half of respondents said that using AI will “reduce stress and fatigue during holiday shopping.”
Other reports suggest that consumers are integrating AI into their shopping journey. Coveo's survey found that seven in 10 respondents were open to using generated AI to guide holiday shopping decisions. And Klaviyo's survey found that over half of holiday shoppers use AI to compare prices, receive personalized recommendations, and find products on Black Friday Cyber's Monday weekend.
Research into how widespread the use of AI is mixed. Research from GroundTruth and Experian suggests that true adoption rates are much lower. This is only 12% of people expect shoppers to use AI for holiday purchases.
Retailers are also using AI to guide their purchasing decisions ahead of the holiday season. Deloitte's research says that almost three-quarters use AI to navigate changing trade policies.
