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A recent global study by Capgemini (12,000 consumers, 12 countries) found that 71% of consumers want generative AI integrated into their purchasing experiences. In other words, a clear majority of consumers now welcome AI assistance during their shopping journey.
But what is driving this widespread acceptance? Is it simply the lure of convenience, or are deeper psychological factors at play? And crucially, with AI emerging as a new customer engagement channel, how should brands adapt?
In this blog, we explore the psychology behind consumers’ embrace of AI assistants and turn these insights into actionable steps to help brands thrive in the new era of AI-assisted shopping.
The enthusiasm for AI shopping assistants goes beyond novelty. Underneath the 71% statistic lies a convergence of psychological drivers making AI help not just acceptable, but desirable to consumers:
When it comes to shopping, consumers value ease and the ability to go at their own speed. 'Efficiency' is the keyword here, and according to a survey by Oliver Wyman, it is the top reason people prefer AI helpers to human agents. AI assistants are available 24/7, providing instant answers and never keeping you waiting.
Busy shoppers value the 'convenience' of AI tools, which quickly filter options and answer questions, saving time and effort. Shoppers who use generative AI do so to simplify the often complex and frustrating process of product search. By taking on tedious tasks such as comparing product specifications, AI can save consumers time and mental energy.
Beyond convenience, consumers crave (hyper-) 'personalised experiences'. Generative AI systems can tailor recommendations and content to the individual needs and tastes of each shopper. According to Capgemini's research, it is particularly Gen Z and Millennials, the digital natives, who are driving the AI trend, as they prioritise personalised, seamless digital interactions.
This ties in with the psychological principle of 'relevance'. Not only are we naturally inclined to process information that offers the greatest cognitive benefit for the least mental effort, we are also willing to share our personal data in exchange for it. In fact, 56% of consumers are willing to share more personal data if it leads to better recommendations.
Since every shopping journey begins with a vague idea of the perfect solution, the choice overload and endless scrolling associated with online shopping make the idea of a one-stop shop aggregator offering 'next-level comfort' very appealing. There's no need to switch between pages; you have a personalised assistant who speaks in a conversational tone, answers any question without judgement, and knows your preferences based on your previous purchases.
Lastly, the keyword comes into play when you don't even have a vague idea of what the perfect product should be. During which generative AI is used for 'inspiration'. In fact, 35% of consumers have used it to get gift ideas or discover products they wouldn’t have found on their own.
In sum, while ‘convenience’ is a major factor, it’s not the whole story. 'Efficiency', 'personalised experiences', 'relevance', 'comfort' and 'inspiration' all contribute to why consumers are increasingly saying “Yes, please!” to AI guidance. Technology has finally advanced to the point where it can deliver personalised experience at scale, and consumers, particularly the younger generation, are ready to embrace it.
With consumers integrating AI into their shopping habits, brands must treat generative AI as a new customer touchpoint, as mobile and social media were in the past. Whether you sell directly to consumers (B2C) or to other businesses (B2B), adaptation to the AI-assisted journey is imperative to avoid falling behind. Below are some actionable strategies to help brands ride this wave:
Starting at the beginning of the shopping journey, the first step is to 'optimise your content for AI discovery'. Whether consumers are asking AI assistants for advice or using the newly implemented AI Overview feature in search engines, it is crucial that your brand shows up in those AI-driven results. During an interview, Nishith Srivastava (VP of Europe at BORN, specialising in digital, CX, martech, data and ecommerce transformation at Tech Mahindra) stressed the importance of “owning the question space”. This applies to B2C and B2B equally.
Another way to leverage AI is through personalisation. While personalisation comes in many forms, the principle is to 'win on relevance and experience'. In other words, take advantage of AI’s ability to create similar campaigns for different target groups. A in-market test by Oliver Wyman showed that using AI to personalise weekly deal flyers increased loyalty sign-ups by 14% and boosted sales by 2-5%.
Note: with great data comes great responsibility. While a slight majority of customers may be willing to exchange their personal data for a more personalised experience, 61% of consumers also believe that companies should be transparent about their use of AI.
Once consumers have found their way to your website, provide them with the same type of experience by 'integrating AI assistance into your customer journey'.
For B2C retailers, this could mean adding a generative AI chatbot or voice assistant to your website and apps that can answer detailed product questions, provide personalised recommendations and help customers to compare items.
For B2B companies, an AI assistant can help clients navigate complex product specifications, configurations or reordering processes. According to research from Forrester, 89% of B2B buyers have adopted gen generative AI (genAI), naming it one of the top sources of self-guided information in every phase of their buying process.
Note: The effectiveness of this integration depends heavily on the existing friction points in your shopping journey, as the goal is to add value to areas that are currently undervalued. Always consider this before adding AI as the solution. Always consider this before adding AI as the solution.
Another important point to note in this regard is that chatbots should ‘enhance (not replace) customer service’. Chatbots are available 24/7 and are perfect for handling routine enquiries about product availability, order status or basic troubleshooting. In fact, 63% of consumers are interested in AI handling returns or exchanges via chatbot, and 75% say they would prefer or at least not mind an AI agent instead of a human for customer service in many cases.
However, consumers increasingly value human interaction in an AI-driven world, particularly when dissatisfied with the limitations of AI. One of the main reasons why existing consumers might seek solutions elsewhere is not being able to escalate to a human agent when needed.
Finally, remember that the long-term adoption of any new technology depends on trust. There are currently some growing pains, and according to a study by eMarketer, only around 43% of consumers fully trust information from AI chatbots.
To maintain trust, brands must 'be transparent and ethical' in their use of customer data. They should clearly communicate when AI is being used and what data it is using.
The message is clear: consumers are ready and willing to embrace AI assistance in their shopping experience. Driven by a desire for convenience and richer personalisation, shoppers see generative AI as a means of achieving a smoother, smarter purchasing experience. Brands that respond to this demand will find themselves at the forefront of innovation.
Now, businesses must harness this power responsibly.
In practical terms, integrating AI into the shopping experience is an investment in customer satisfaction. A well-implemented AI assistant can delight customers by anticipating their needs and removing obstacles. Meanwhile, brands gain invaluable insights and efficiency. It’s a win-win situation, as long as human needs remain at the forefront.
● Capgemini. (2025, January 9). 71% of consumers want generative AI integrated into their shopping experiences. https://www.capgemini.com/gb-en/news/press-releases/71-of-consumers-want-generative-ai-integrated-into-their-shopping-experiences/
● Oliver Wyman Forum. (2024, May 15). Three Ways Generative AI Is Redefining Retail. https://www.oliverwymanforum.com/artificial-intelligence/2024/may/three-ways-generative-ai-is-redefining-retail.html
● EMARKETER. (2025, March 18). Over half of US consumers intend to use genAI when shopping online this year. https://www.emarketer.com/content/over-half-us-consumers-will-use-genai-online-shopping-this-year
● Forrester.(2024, November 20). B2B Buyer Adoption Of Generative AI. https://www.forrester.com/report/b2b-buyer-adoption-of-generative-ai/RES181769?ref_search=3361938_1732465734275
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