Recent insights from a survey conducted by Capgemini reveal a significant trend in consumer expectations regarding online shopping experiences, particularly concerning the integration of generative artificial intelligence (GenAI). The survey, which assessed the opinions of 12,000 consumers, indicates that over 70% of respondents desire GenAI-enhanced shopping experiences, despite ongoing dissatisfaction with the technology's current implementation by retailers.
The data highlights a notable shift in consumer behaviour, with nearly 60% of participants stating that they have replaced traditional search engines with GenAI tools when seeking product and service recommendations. Furthermore, 46% expressed enthusiasm for the potential impact of GenAI on their shopping experiences. Nevertheless, the findings from Capgemini raise concerns about the declining satisfaction levels among consumers regarding GenAI technology, which dropped from 41% in 2023 to 37% in 2024. This decline underscores the necessity for retailers to recalibrate their strategies to better align with consumer preferences and expectations regarding GenAI.
Lindsey Mazza, the global retail lead at Capgemini, articulated the importance of tailored customer experiences: “Consumers today want personalized shopping experiences, enhanced by AI and generative AI. 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.”
In an additional finding from the survey, consumer attitudes towards delivery options are evolving. The willingness to pay for expedited delivery has surged, with 70% of respondents indicating they would pay more for faster service—a significant increase from 41% in 2023. Respondents are prepared to contribute as much as 9% of an order's total value for deliveries taking just over two hours. Moreover, 65% of consumers regard a two-hour delivery window as a priority in their shopping experience.
The data presented by Capgemini paints a picture of a rapidly changing retail landscape, where consumer expectations are shifting towards a more technologically integrated and efficient shopping experience. Retailers may need to focus on these emerging trends and consumer desires to maintain a competitive edge in the evolving market.
Source: Noah Wire Services