Lack of consumer understanding hampers AI adoption in retail, SAS

There is considerable buzz around AI, but many consumers are against retailers tapping into it, according to SAS research. This surveyed 500 Americans, with a lack of human interaction the top reason respondents cited for feeling uncomfortable with the technology. Data privacy is also a concern. Only a third of respondents were at all confident that their personal data used for AI was being stored securely.

44% were willing to share location information in order to personalise their shopping experience. Whilst 36% were content using their smartphones to enter and shop in a cashier-free store. Respondents were more evenly split when asked if they were happy with online retailers using past purchase behaviour to recommend new items, with 49% comfortable and 51% uncomfortable.

“Consumers have few qualms with AI when they see it is being used for their benefit,” says Peter Pugh-Jones, Head of Technology at SAS UK & Ireland. “Where it is shown to make a clear, positive impact, such as assisting diagnosis and operations in healthcare, AI sees little resistance from patients and healthcare providers. However, a lack of understanding around the technology and what it is capable of delivering holds it back in other sectors. If businesses wish to ease AI’s adoption it’s important they remain transparent about how they use it and communicate to customers how it benefits them.”