Storyblok research: Marketers say AI will enhance online shopping this Christmas, consumers disagree

New research from Storyblok reveals a stark disconnect between what brands believe consumers want and what they really need from their online shopping experience this holiday season. 

Despite global fanfare surrounding ChatGPT, a global survey of 1,000 consumers reveals that 85% aren’t interested in using AI to help them decide on purchases.

Additionally, if offered an AI recommendation, 60% said it wouldn’t make them more likely to buy something, while for 17% would, in fact, make them less likely to make a purchase.

In contrast, a separate global study of 500 senior marketers reveals that 64% have turned to AI to help create digital content regularly - only 11% have never used it.

When asked what the most important brand marketing channel is, the majority of consumers (43%) said a brand’s website is more valuable than its mobile app (34%) or social media accounts (16%).

70% of consumers also primarily use a smartphone for online shopping, highlighting the need for brands to offer mobile optimised web experiences.

Yet previous Storyblok research suggests businesses continue to undervalue the importance of their website with only 28% citing improving website design as a priority and only 36% stating they would add more features.

This is despite the fact that 60% of consumers regularly abandon purchases due to poor website user experience, with businesses estimating it costs, on average, $72,000 in lost sales per year. Tellingly, 48% of businesses also admitted they are embarrassed by their website. 

The new consumer research also reveals that influencers aren’t as influential as they once were.

57% of consumers said a celebrity or influencer endorsement wouldn’t make them more likely to purchase a product, with 24% saying it would make them less likely to buy.

At the same time, 90% stated that content produced by brands is important in shaping their perception of brands and their products. Only 5% were more likely to purchase new brands instead of brands they trust. 

Dominik Angerer, CEO and Co-Founder at Storyblok, whose clients include adidas, Pizza Hut, Tesla, and Paul Smith, says: “It’s easy for brands to fall into the trap of chasing the latest trends instead of giving people what they actually want.”

“As these survey results show, consumers have authentic content and useful websites on their wish list this holiday season.”