Two-thirds of UK consumers don’t want anything to do with artificial intelligence (AI) powered tools when shopping online, according to new research by Zendesk.
Familiarity with AI doesn’t translate to acceptance
At a time when virtually every element of customer service, every e-commerce app, and every new piece of consumer hardware is being suffused with AI, UK consumers are pushing back against the tide of AI solutions. This resistance isn’t due to a lack of understanding or familiarity, however. UK consumers are some of the most digitally-savvy when it comes to AI tools such as digital assistants. Zendesk’s research reveals that the majority (84%) are well aware of the current tools on the market and almost half (45%) have used them before.
“It’s great to see that UK consumers are familiar with AI, but there’s still work to be done in building trust,” comments Eric Jorgensen, VP EMEA at Zendesk.
Jorgensen, whose company develops AI-powered customer experience software, argues that “AI has immense potential to improve customer experiences,” through personalisation and automation. As a result, retailers are investing heavily in the technology. Jorgensen estimates that, within the next five years, AI assitants and tools will manage up to 80% of customer interactions online.
Nevertheless, UK shoppers are among the most hesitant to use AI when making purchases. with almost two-thirds (63%) preferring not to leverage AI tools when shopping online compared to less than half (44%) globally.
These new findings come ahead of Black Friday, Cyber Monday, and the peak retail season leading up to Christmas. Despite the significant investments retailers are making in AI technologies to enhance customer experiences and manage increased shopper traffic, only one in 10 Brits (11%) currently express a likelihood to use AI tools around this time, compared to over a quarter (27%) globally.
The human touch still matters
As Black Friday approaches, Zendesk’s research points to the fact that UK shoppers are resistant to AI tools as they fear the loss of empathy and human touch.
This cautious stance is not due to a complete reluctance for UK shoppers to embrace AI technology. In fact, just over two-fifths (41%) are likely to shop again from a brand following an excellent experience via a digital shopping assistant. Instead, concerns stem from past service challenges, with nearly half (48%) finding digital assistants unhelpful based on previous experiences, compared to a quarter (23%) globally. Additionally, almost two-fifths (37%) of those who don’t intend to use these tools feel they lack awareness of how AI could be beneficial for them.
Nevertheless, Zendesk’s research shows that UK consumers have demonstrated “a discerning approach to AI,” valuing personal touch and empathy in their shopping experiences (65%). Over half (53%) of those who don’t intend to use AI tools simply prefer human support, higher than the global average of around two-fifths (42%). However, advancements in generative AI are already improving the ability of digital assistants to offer more empathetic and personalised interactions, and some (13%) Brits report being more open to digital assistants now than last year.
“The retail industry has encountered numerous challenges over the years, and Liberty is no exception, having navigated these obstacles since our inception 150 years ago,” says Ian Hunt, Director of Customer Services at Liberty London. “Our enduring success lies in our dedication to delivering an exceptional customer experience, which we consider our winning formula. As we gear up for the peak shopping season, including Black Friday, AI is proving to be a gamechanger for ensuring that every customer interaction is seamless and personalised, reflecting our commitment to leveraging technology for premium service.”
- Data & AI
