Artificial intelligence solutions are gradually making their mark on contemporary society. More and more brands are using them to improve their customers’ shopping experience. Online polling firm Attest looked at how consumers are reacting to the use of AI in retail.
The data in this report comes from two multi-market surveys of 5,000 consumers aged 18 to 67, living in the USA, UK, Canada and Australia. The research was conducted on the Attest platform in January 2025.
AI in everyday life
The general public doesn’t seem to fear AI. 52% of those surveyed have already used ChatGPT, 47% are likely to use generative AI tools to carry out shopping searches, and 43% trust the information provided by these tools.
A further 27% use generative AI at least half the time when conducting online research. Finally, 54% of panellists have a positive opinion of brands that integrate an artificial intelligence solution.
“Some AI-related fears are diminishing, such as that of job losses: 57% of consumers are still worried about this, but this figure is falling ( 59% in 2024). This concern is falling particularly in the UK (-5 points, reaching 54%),” comments Attest. “Consumers increasingly believe in the benefits of AI for retail: 31% think it improves the customer experience (+4 points) and 29% believe it enables better personalization (+3 points).”
A more thorough search
Finding the right skincare product or reference can be a real obstacle …
