"There's little doubt that the hype curve surrounding GenAI will continue to accelerate in 2024," said Alexander Goncharuk, vice president of retail at Intellias. "And this will be driven both by the consumer who will become even more used to AI interfaces in their day-to-day lives, as well as by the retailers innovating and exploring different use cases that drive efficiencies and enhance customer experience across the value chain."
When prompted, consumers told Intellias that the area they see the most potential benefit for AI adoption in the shopping experience is to encourage pricing and promotion-sensitive shopping behavior (28 percent), which the authors of the report said mirrors the current cost-of-living pressures being felt across the world.
However, not all consumers agreed and some said AI interaction had even created a negative experience. Nearly 20 percent of survey respondents report feeling that AI chatbots and virtual assistants proved the most disruptive AI application in their shopping ex.
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