Generative AI is quietly reshaping the retail landscape, enhancing online shopping experiences with personalised recommendations and streamlined interactions. Yet, a new Bain & Company survey reveals that 71% of U.S. consumers are unaware they’re engaging with generative AI while shopping online.
The survey, which polled 700 online shoppers, indicates that while awareness is low, optimism about AI’s potential is high. Nearly half of respondents believe generative AI could significantly transform their shopping experience, with many willing to share personal data in exchange for better recommendations.
Despite AI’s growing presence, only a small percentage of shoppers (22%) cite mistrust of generative AI as a reason for not using it. Instead, most say they’re simply satisfied with current shopping methods (47%) or don’t see a need for new tools (39%).
“The online shopping experience has been so finely tuned over the past couple decades that retailers’ near-term generative AI priorities should be about complementing existing shopping habits, rather than replacing them. It’s about enhancing, not disrupting, shopping flows. It may be somewhat counterintuitive, but this includes moving beyond some of the more explicit tools, like chatbots, to more passive solutions, such as summarised reviews on product pages,” said Merritt Robinson, partner and global head of design for the Bain Innovation & Design team.
Interestingly, Bain’s findings suggest that shoppers are open to sharing data on their interests and demographics if it leads to more tailored shopping experiences. This willingness to provide personal information shows a growing expectation for AI to support product discovery and decision-making based on past behaviours and preferences.
However, trust remains a critical factor. The study highlights that 41% of consumers would feel more comfortable using generative AI tools from a trusted brand. Still, AI’s tendency to “hallucinate” and produce inaccurate responses is a concern, with over half of shoppers noting that errors, like incorrect product information, significantly impact their user experience.
“Retailers must be transparent and focus on reliability,” says Mikey Vu, head of Bain’s Retail AI practice. “Thoughtful AI integration, with a clear understanding of its limitations, will help brands build trust and foster deeper customer engagement.”