Study: Consumers using generative AI for search help, recommendations
Generative artificial intelligence is becoming increasingly popular with consumers, and many hope to see the technology further incorporated into their purchasing experiences.
That’s according to a new survey from global technology partner Capgemini, which found that nearly half (46%) of consumers are enthusiastic about the impact of gen AI on their online shopping.
Nearly six-in-10 (58%) have replaced traditional search engines with gen AI tools as their go-to for product/service recommendations, while nearly seven-in-10 (68%) consumers want gen AI tools to aggregate search results from online search engines, social media platforms, and retailers’ websites to provide a “one-stop shop” for purchase options. Three-quarters of those surveyed say are open to gen AI recommendations, up from 63% in 2023.
The acceptance of gen AI is even more prevalent for younger consumers. Two-thirds of Gen Z and millennials want hyper-personalized content and product recommendations powered by the technology.
“Consumers today want personalized shopping experiences, enhanced by AI and generative AI,” said Lindsey Mazza, global retail lead at Capgemini. “In addition, they expect fast and efficient deliveries and have become more conscious of their purchasing impact. To remain competitive and build brand loyalty, retailers must adopt strategies that put the consumer at the center, leveraging AI to deliver seamless yet exceptional customer interactions.”
[READ MORE: Amazon expands generative AI capabilities for advertisers]
More findings from the Capgemini survey include the following:
- While 64% of consumers buy from sustainable brands and 67% would switch retailers due to a lack of sustainability, their willingness to pay a premium is decreasing. The proportion of consumers willing to pay between 1-5% more has risen slightly, from 30% to 38%, but those willing to pay more than 5% has dropped consistently over the past two years.
- Willingness to pay more for quick delivery increased from 41% in 2023 to 70% in 2024, highlighting a strong consumer trend towards easy access to products. Consumers are now willing to pay 9% of the order value for two-hour and 10-minute delivery, while 65% of consumers consider a two-hour delivery format a key attribute when they shop.
- More than two-thirds (67%) of consumers notice ads on retailer websites/apps when they search for a product. Over the past 12 months, online ads influenced nearly one-third of online purchases.
Capgemini surveyed 12,000 consumers over the age of 18 in 12 countries across North America, Europe and Asia-Pacific in October and November 2024.
