Artificial intelligence applied to personalizing the shopping experience is generating mixed interest among consumers. According to an OpinionWay study conducted for La Retail Tech, a majority of French people recognize the concrete benefits of AI, while strictly limiting the sharing of their personal data.
This survey was conducted among a representative sample of 1,090 people aged 18 and over, who were interviewed online on February 11 and 12, 2026.
A shopping experience that AI could improve
When asked about aspects of their shopping experience that artificial intelligence could improve, 64% of French people said they would like to see at least one improvement.
The most frequently cited areas for improvement were:
• Receiving relevant personalized offers or promotions (28%)
• Reducing the time spent searching for a product (24%)
• Knowing product availability in real time (23%)
• More relevant recommendations (22%)
• Access to customer support available 24/7 (21%)
• More accurate delivery tracking (19%)
• Simplified management of returns or refunds (18%)
• Personalized automated customer support (16%)
• Reduced checkout time (9%)
Conversely, 36% of respondents believe that none of these proposals constitute an expected improvement.
The issue of personal data
Personalization requires the collection of information. French people are willing to share certain data, but with varying levels of acceptance.
The information that respondents say they are willing to share mainly includes:
• Their purchasing preferences (55%)
• Household composition (53%)
• Hobbies …
