Retailers and consumers disagree on use of AI to enhance shopping experience

Anne Freier

In mcommerce. January 18, 2019

Despite 79% of retail executives believing that chatbots and artificial intelligence (AI) technologies can enhance the customer experience, 66% of consumers disagree, according to new research by Oracle Netsuite.

The survey of 1,200 consumers and 400 retail executives in the UK, US and Australia found that a whopping 98% of executives also believe interacting with customers on social media would drive better relationships. However, just 12% of consumers actually agreed with this.

At the same time, the majority of customers feel that personalisation is still an issue during the shopping experience (80%) and 58% are also not happy with the way stores use technology to improve personalisation.

However, 79% of retail executive believe that virtual reality (VR) and AI could drive in-store sales. Just 14% of consumers agree with this.

Although online shopping and the significance of eCommerce retailers has grown significantly over the last few years, 97% of respondents agree that physical store locations are important. Customers are particularly attracted to in-store self-checkout counters, VR try-on, and mobile payments.