Irish shoppers hesitant about use of artificial intelligence in retail spaces
New Accenture survey reports just 16% of respondents are excited by AI technology in a retail setting
Print9 January 2024
Irish consumers are wary about retailers using generative artificial intelligence (AI) to personalise their shopping experiences. Nevertheless, there is a greater probability they would welcome AI if adopted by a store they know and trust.
That’s according to new research conducted by Accenture in Ireland which discovered that shoppers in the Republic become less comfortable with AI the more personal it gets.
The Irish Times reports that based on a survey of more than 1,000 consumers, although some 70% have heard of generative AI, just 16% are excited about it and its application to online and in-store retail offerings.
In terms of AI being used to offer personalised item recommendations based on an analysis of their previous purchases and other data, around 50% said they would not welcome such assistance.
Shoppers in the Republic are, however, slightly more open to the use of generative AI if it saves them time or money. According to The Irish Times, some 63% would be open to recommendations on products that suit their budget, 60% would like to receive suggestions on gifts tailored to their recipient list, and 56% would be open to recommendations of products that pair well with their current or previous purchase.
The survey likewise found a profound difference across age groups and their acceptance of generative AI.
Consumers over the age of 55 are more hesitant, with just 5% excited by its impact in the retail market. However, a quarter of 18–24-year-olds and 12% of 35–44-year-olds are excited about how AI will be used in the context of shopping.
“Generative AI has the potential to be a real game-changer in retail, transforming the way that businesses and consumers interact,” said Denis Hannigan, data and AI lead at Accenture in Ireland. “The data shows that while there’s some apprehension among consumers, there’s also an appetite for generative AI when used to save them time, money or hassle.”
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