What: A Bain & Co. survey reveals that many consumers are unaware of using generative AI in retail, with the top reason for not adopting it being satisfaction with current shopping methods.

Why it is important: As generative AI becomes more prevalent in e-commerce, retailers must build consumer trust by offering clear value through personalised experiences and transparent use of the technology, ensuring it enhances rather than disrupts the shopping journey.

Retailers are increasingly incorporating generative AI into their e-commerce platforms, but a Bain & Co. survey shows that many consumers remain unaware of its presence. The top reason shoppers avoid using generative AI tools is contentment with their existing shopping habits. However, experts suggest that generative AI can still enhance the customer experience by blending with traditional shopping journeys, such as through personalised recommendations or deal-finding features. Gartner research also highlights the importance of transparency, with three-quarters of consumers expecting disclosure when interacting with AI-driven tools. To build trust, retailers must focus on use cases that add clear value, such as personalisation and convenience, rather than adopting AI merely for its novelty. By doing so, companies can ease concerns and make AI a seamless part of the shopping experience.

Retailers face trust challenges as generative AI becomes more integrated