Customer AI engagement grows, but trust issues remain
Consumers are noticing AI-based shopping tools and starting to use them, but that doesn’t mean they are fully comfortable with the technology.
The results of a recent U.S. consumer survey from product information management platform provider Akeneo indicate almost one-in-three (32%) respondents saying they have completed a purchase based on an artificial intelligence recommendation, with a substantial 84% saying they were happy with the purchase.
Specific areas where respondents are reporting an improved experience resulting from include:
- Product recommendations (37%)
- Customer support (33%)
- Search results (31%)
- Product information and descriptions (28%)
- Summaries of customer reviews (27%)
When thinking about what AI integration can do for their e-commerce experience in the future, 42% of respondents expect more accurate and faster customer support, 39% expect more accurate recommendations, and 37% expect more personalized recommendations based on their preferences.
[READ MORE: Survey: 64% of consumers think AI will improve customer experience]
However, respondents also report some issues with AI-enabled online shopping experiences. Fewer than half (45%) have some level of trust in AI-powered recommendations and chatbots to provide accurate product suggestions based on their interests and preferences.
In addition, only 38% of surveyed shoppers who have used chatbots reported being satisfied with the support they received and only 14% were very satisfied. More than four-in-10 (43%) respondents believe brands are not transparent with their usage of online AI and another 30% are unsure of the level of transparency they are receiving.
Despite these mixed results, almost half (49%) of respondents at least somewhat likely to continue shopping with a brand that uses AI to enhance the experience. Overall, 75% of respondents have noticed AI recommendations or chatbots online, and 44% of those have engaged with the technology.
"AI will continue to deeply integrate into the digital shopping experience and e-cmmerce platforms, but it must be done cautiously and purposefully,” said Romain Fouache, CEO at Akeneo. "Our data confirms that consumers are both cautious, yet curious and optimistic about the impact AI will have in the future as demand for transparency, trust, and increased personalization continues to grow. As businesses focus on delivering strong experiences and support, it’s essential that trust and transparency are built into the product experience as the foundation of a strong and loyal customer relationship."
The survey was commissioned by Akeneo and conducted by Dynata in April 2025 of 1,000 U.S. consumers 18 years and older.
