AI-enabled tech on the rise but barriers remain, SAP
The number of UK consumers who will consider using their in-home assistant for Christmas shopping this year has doubled since 2016, according to SAP commissioned research of 1,000 people. 31% of consumers now trust AI-enabled technology to help make important decisions like gift research and purchases compared to 15%, 12 months ago. Convenience and speed (29%) and the search for deals (12%) are key factors here.
“Our research demonstrates a notable shift in the awareness of the benefits that AI brings to the more traditional shopping experience,” says John Heald, global vice president of market development for SAP Hybris solutions at SAP. “Consumers now expect their needs to be anticipated at every step of the shopping journey and brands are now able to meet these demands, providing insight at the moments that matter. The ever-evolving sophistication of voice-enabled assistants brings hands-free convenience that delivers richer, frictionless, customer experiences all powered by data-led insight.”
The survey also revealed that for the majority of sceptical or inactive owners of in-home assistants, the primary reason to not use their device during the Christmas season is a basic lack of trust. Heald adds: “Despite the many advantages of AI-powered shopping assistants, it’s clear that there remain barriers to UK customers’ uptake of the technology. Businesses must continue to think beyond the technology and focus on building consumer trust, to bridge the gap between intent, voice-activated search and purchase. Our research highlights the need for businesses to keep these barriers front of mind when devising their omnichannel strategy.”