Retailers and Consumers Split on Views of AI, Study Says
Retailers might be gung-ho about artificial intelligence, but according to a new study, most shoppers are still wary of the tech, at least in certain circumstances.
The report, released Thursday by Colliers, a diversified professional services and investment management company, found that 76 percent of retailers are optimistic about AI.
While just 8.5 percent of the retailers surveyed report using AI extensively, nearly 80 percent have adopted it in some form or are experimenting with it, with scenarios traversing supply chains and customer service.
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“AI is already revolutionizing the way consumers shop whether they have noticed it or not,” said Anjee Solanki, Colliers’ national director of retail services and practice groups in the U.S.
But some consumers have noticed, and they have mixed opinions about it.
While some see the positives of AI in retail, 54 percent of consumers view it with skepticism, even pessimism. Only 13.5 percent of shoppers had no worries about the tech’s role in customer service.
But the majority, at 54.3 percent, believe it will have a negative impact on service (54.3 percent), as well as retail employment (67.2 percent).
There’s an outlier in the results, however, and it’s a meaningful, if contradictory, facet of consumer sentiment: Despite the dim view of AI in customer service, 66 percent welcome recommendations fueled by the tech.
Perhaps it’s just the hangover from years of frustrating experiences with lackluster chatbots. The latest advancements in generative AI and natural language processing are a generational leap from those rickety bots, so as more of those digital relics get sunsetted, attitudes could change.
Retailers, Solanki said, can help drive that shift.
“Whether it’s personalized recommendations, efficient checkouts or innovative delivery options, AI is turning the retail experience into something smarter, faster and more tailored to each shopper’s unique needs,” she said.
“The findings from this report show that retailers need to do more to highlight the benefits of AI.”
Other results from the report:
- 6.8 percent of retailers have done nothing with AI.
- Over the next five years, 62.7 percent of retailers believe AI will significantly impact back-end operations, while 23.7 percent believe AI will significantly impact front-end customer service.
- Less than 50 percent of retailers believe that they will ultimately implement AI for customer service and support.
Colliers’ “AI in Retail” report is based on a survey of nearly 1,600 U.S. consumers and retailers.
