YouGov: Clothing shoppers resistant to using AI tools for product discovery
Clothing shoppers prefer in-store browsing when it comes to finding new items – and many are averse to using AI for discovery.
Data from YouGov shows that 60% of adult clothing shoppers in the U.S. say they are interested in discovering new styles and brands by simply browsing in stores. Retailer websites or apps follow at 46%, while recommendations from friends or family account for 40%.
Search engines are used by 37%, while a quarter of clothes shoppers say they use social media platforms for apparel discovery. Only a small number (6%) of clothes shoppers say they would be interested in using general artificial intelligence tools such as ChatGPT or Gemini to discover new clothing or brands.
When asked about specific ways they would be interested in using AI while shopping, the most popular use case is checking product availability or stock (26%). A similar share say they would be interested in getting size and fit recommendations (25%), while 21% are interested in discovering new products based on their preferences.
The biggest concerns around AI in clothing shopping are privacy and data security, cited by about half (51%) of clothes shoppers. Accuracy of recommendations follows closely at 47%, while 45% cite a lack of human interaction. Other barriers include the technical difficulties or complexity of AI tools (34%) and limited personalization (25%).
The use of AI in physical stores shows more promise than AI on its own for clothing shoppers, according to YouGov. Over a fifth (22%) of American in-store shoppers say they are comfortable with the concept, while 20% say they are neither comfortable nor uncomfortable. More than half (55%) express discomfort, including 39% who say they are “very” uncomfortable.
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“These concerns show that resistance to AI in apparel retail is not just about unfamiliarity with the technology,” noted YouGov. “Shoppers also have practical concerns about whether AI will work well, whether it will protect their data, and whether it will make the shopping experience feel less personal. In spite of these concerns, other data points suggest that AI tools that help shoppers find the right size, locate stock, or narrow down relevant products could have room to grow, provided retailers address concerns around privacy, accuracy and control.”
YouGov polled 1,000 U.S. adults online on May 26. Most of the data points in this article are based on the responses of 957 U.S. adults who say they shop for clothes.
