Over three-quarters of Millennials and members of Generation Z believe artificial intelligence (AI) has the potential to enhance online shopping, from identifying deals to receiving personalized guidance on their purchase journey.

Rokt, the e-commerce technology firm, commissioned The Harris Poll, the research company, to survey 6,023 consumers in six markets – Australia, France, Germany, Japan, the UK and US – to understand their attitudes on this topic.

Eighty-eight percent of Gen Z participants, it learned, thought AI would improve the digital commerce experience; that figure stood at 77% for Millennials. Drilling down further into their expectations, the analysis revealed that price comparisons and locating deals were the most widespread responses on how that impact could take shape in practice.

The ability to deliver bespoke solutions for each user was another feature of AI that many Millennial and Gen Z consumers were excited about, both in terms of the recommendations they are presented with, and the assistance they could receive on the path to purchase.

Indeed, a majority of Gen Z (55%) and Millennials (52%) expressed an interest in AI shopping assistants, primarily as these tools will make it easier to discover new things, provide greater convenience and anticipate their needs or desires.

Credit: WARC