Accenture research reveals Gen AI technology’s impact on the retail market still to be explored with less than one in five Irish shoppers excited about using it

Less than one in five Irish consumers are excited by the idea of using generative AI while shopping, despite high levels of awareness of the technology, according to new research from Accenture.

The survey of over 1,000 Irish consumers showed that 7 in 10 Irish shoppers (70%) have heard of generative AI, but only 16% say they are excited by it. Over a third are ‘curious but concerned’ (36%), and a fifth are worried about it and its impact (21%). Women were revealed as being more likely than men to use generative AI for their online and in-store shopping and when it comes to making purchasing decisions.

With the busiest shopping season of the year upon us, Accenture surveyed Irish shoppers about their willingness to use generative AI as part of their shopping experience. The research found that customers are more resistant to generative AI the more personal it gets – over half of shoppers (51%) would not welcome assistance from generative AI for virtual try-ons even if offered by a retailer they knew and trusted, and a further 48% would not like personalised product recommendations while shopping.

However, they are less resistant to generative AI when it saves them time, money, or hassle. While shopping in-store, 63% would be open to recommendations on products that suit their budget, 60% would like to receive suggestions on gifts tailored to their recipient list, and 56% would be open to recommendations of products that pair well with their current or previous purchase.

The survey further revealed that when offered by a retailer they know and trust, shoppers are more likely to welcome assistance from Gen AI online, rather than in-store. Over 10% more shoppers (62% versus 52%) said they would be more receptive to personalised product recommendations when shopping online versus in-store and 57% would be more receptive to using Gen AI for virtual try-ons in the comfort of their own home, compared to less than half (49%) welcoming the use of virtual try-ons in-store.

The research also highlighted a divide amongst generations when it comes to their attitudes to using Gen AI while shopping. Consumers over 55 are seen to be more hesitant, with only 5% excited by its impact in the retail market. This is compared to a quarter of 18–24-year-olds who look forward to seeing its impact (25%) and just over one in ten (12%) of 35–44-year-olds excited about how it will be used in the context of shopping.

Their hesitancy may be compounded by the fact that over two in five (43%) of those over 55 have not heard of generative AI technology compared to only two in 10 (23%) of those aged 18-24 and a quarter (25%) of those 25-34.

Denis Hannigan, Data & AI Lead, Accenture in Ireland commented on the results: “Generative AI has the potential to be a real game-changer in retail, transforming the way that businesses and consumers interact. The data shows that while there’s some apprehension amongst consumers, there’s also an appetite for generative AI when used to save them time, money, or hassle.

“The technology landscape is fast moving, but the first step is building a strong digital core with cloud, data, and AI. From there, businesses can experiment with ways to create new experiences, efficiencies and growth that are informed by, and evolve with, data and AI. But clearly building consumer trust – by outlining a transparent and responsible approach to deploying AI – needs to be a key focus. 

“However, the opportunities to improve both the customer experience and internal processes are enormous.”

Additional findings from the research include:

• 72% of women versus 63% of men would welcome the help of generative AI (online) in recommending products that are within their budget.
• 10% more women than men (66% vs 56%) would use generative AI online to offer substitutes within their budget for products that are too expensive.
• While 59% of 18–24-year-olds would welcome the support of generative AI when it comes to recommending environmentally friendly options when considering purchasing a product online, only 43% of those over 55 would say the same.
• 65% of 18–24-year-olds would like generative AI to help them online recommend gifting options (based on recipients age etc) online, only 41% of those over 55 would say the same.

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