The Artificial Intelligence (AI) has taken a step ahead to make the lives of individuals easy by becoming their shopping companion. Digital tools like Generative AI are increasingly becoming part of the shopping journey.
These tools are helping consumers discover products and weigh their options, even as their trust in these sources remains low.
As per a report by McKinsey Podcast, trust in generative AI has fallen below 40 per cent.
“We found significant skepticism around algorithm-driven channels like social media, and in particular generative AI, where the trust level is below 40 per cent,” Danielle Bozarth, global leader of McKinsey’s Retail and Consumer Packaged Goods Practices said in an episode of The McKinsey Podcast.
Younger consumers are also showing limited trust in recommendations from family and friends. At the same time, they are drawing on a wider range of information before making purchasing decisions. “While these consumers are bringing more sources of information into their consideration set, they trust those sources significantly less,” Bozarth noted.
“That creates a real challenge for brands and influencers as they try to shape the consumer decision journey.”
Shopping Goes AI: Consumers Seek Recommendations, But Trust Lags
