AI and the American Shopper
Artificial intelligence promises a new world of opportunity — but for consumers, brands will have a lot to prove.
Retailers have been gathering data on their customers for years, but leveraging that data to deliver deep, 1:1 experiences and build lasting relationships has proven difficult so far. Enter artificial intelligence, a technology with the potential to make those dreams a reality.
From serving hyper-personalized recommendations to facilitating engaging service experiences, AI could transform how consumers engage with brands.
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This study sought to understand consumers’ thoughts and feelings about artificial intelligence in retail, leveraging two phases of research:
- Qualitative research: Detailed discussions with 100 consumers across four generations to provide rich context and the “whys” behind the data
- Quantitative research: A survey of 3,162 U.S. shoppers to understand and validate their differences by generation
