Amid competing claims, messages, advertising, choices, recommendations, algorithms and apps, [the report] emphasizes an urgent need for brands to tap into the transformative power of generative AI to reduce the 'noise' around decision-making and increase engagement, loyalty and sales...to improve the entire purchasing journey.
71 percent of shoppers 'see no improvement or even see an increase in the time and effort required to make a purchase decision,'... 29 percent think 'it takes less time and effort.'
The challenges 'are not confined to big-ticket items,' consumers 'feel less confident about booking a hotel than buying a car; booking a flight is nearly as nerve-wracking as getting a mortgage, and choosing a moisturizer is on par with buying a washing machine.'
Accenture said generative AI helps with many issues - especially pain points that trigger cart abandonment.
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