UK consumers are some of the most digitally-savvy when it comes to AI tools such as digital assistants, with the majority (84 per cent) citing awareness of these and almost half (45 per cent) having used them before. But Brits are also the most hesitant to use AI when making purchases, with almost two-thirds (63 per cent) preferring not to leverage AI tools when shopping online compared to less than half (44 per cent) globally. This is according to new research of more than 8,400 global consumers, including over 1,000 in the UK, from Zendesk.
These new findings come ahead of Black Friday, Cyber Monday, and the peak retail season leading up to Christmas. Despite the significant investments retailers are making in AI technologies to enhance customer experiences and manage increased shopper traffic, only one in 10 Brits (11 per cent) currently express a likelihood to use AI tools around this time, compared to over a quarter (27 per cent) globally.
This cautious stance is not due to a complete reluctance for UK shoppers to embrace AI technology. In fact, just over two-fifths (41 per cent) are likely to shop again from a brand following an excellent experience via a digital shopping assistant. Instead, concerns stem from past service challenges, with nearly half (48 per cent) finding digital assistants unhelpful based on previous experiences, compared to a quarter (23 per cent) globally. Additionally, almost two-fifths (37 per cent) of those who don’t intend to use these tools feel they lack awareness of how AI could be beneficial for them.
Despite this, UK consumers are keen to use AI-powered tools to support them in areas such as:
- Getting instant answers to product or service questions (58 per cent)
- 24/7 support (50 per cent)
- Reducing wait times for customer support (49 per cent)
- Finding the best deal (34 per cent).
“It’s great to see that UK consumers are familiar with AI, but there’s still work to be done in building trust,” comments Eric Jorgensen, VP EMEA at Zendesk. “AI has immense potential to improve customer experiences, and retailers are consequently investing to improve their offerings. In the next five years, Zendesk data anticipates that 80 per cent of customer interactions will be managed by AI. The UK findings present a unique opportunity to demonstrate the benefits of AI, and retailers should look to foster trust and loyalty by enhancing the shopping experience with digital assistants while maintaining essential human support.”
Brits want the human touch
UK consumers have demonstrated a discerning approach to AI, valuing personal touch and empathy in their shopping experiences (65 per cent). Over half (53 per cent) of those who don’t intend to use AI tools simply prefer human support, higher than the global average of around two-fifths (42 per cent). However, advancements in generative AI are already improving the ability of digital assistants to offer more empathetic and personalised interactions, and some (13 per cent) Brits report being more open to digital assistants now than last year.
“The retail industry has encountered numerous challenges over the years, and Liberty is no exception, having navigated these obstacles since our inception 150 years ago,” says Ian Hunt, director of customer services at Liberty London. “Our enduring success lies in our dedication to delivering an exceptional customer experience, which we consider our winning formula. As we gear up for the peak shopping season, including Black Friday, AI is proving to be a game-changer for ensuring that every customer interaction is seamless and personalised, reflecting our commitment to leveraging technology for premium service.”
Younger generations seek personalisation
Those aged 18-24 express varied preferences when it comes to AI, citing the least amount of trust in AI compared to other generations (37 per cent). However, this younger demographic also avoids human support, with just over two-fifths (42 per cent) seeking it compared to more than half (53 per cent) nationally.
Instead, those likely to use AI tools look for benefits in the form of personalisation, with almost two-thirds (64 per cent) keen to use chatbots for tailored recommendations, compared to less than a quarter (24 per cent) for the total UK population. Over two-fifths (43 per cent) also agree that AI chatbots help with providing these tailored recommendations, while more than a quarter (27 per cent) are comfortable with brands storing their data to enhance personalisation further.
For Black Friday and the holiday shopping season, almost half (45 per cent) of those aged 18-24 would leverage AI if it helped them find the best deal. Over a quarter (26 per cent) from this demographic are also likely to use AI to identify the best financial options during challenging economic times.
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