58% of consumers globally have already replaced traditional search engines with tools for artificial intelligence To find recommendations for products and services, which is a significant increase compared to 25% of 2023.
It is one of the most prominent data that the consultant Capgemini Research Institute He collects in the fourth edition of his study of trends of 2024.
The consultant’s data transferred the traction that is gaining artificial intelligence among consumers. So much so that 46% of respondents claim to feel excited about impact of the generative AI on online purchases, And 75% are open to the recommendations of artificial intelligence, a figure that grows compared to 63% recorded in 2023.
The percentage of users who buy based on AI recommendations grow
More than 70% of respondents would like to see the generative artificial intelligence integrated in their purchase interactions with brandsan increase with respect to 56% of the previous year. In addition, 68% claim to have acquired products recommended by AI a figure that also rises with respect to 52% of 2023.
For this they have used both voice and video tools occasionally, that is, between 3 and 7 times.
Consumers seem receptive to the presence of technology in their purchase processes. 68% of consumers want the generative AI tools to add results of online search engines, social networking platforms and retailers websites to provide a single window to know the outstanding purchase options.
Nevertheless, consumers are aware that there are barriers. Specifically, the percentage of users who care that the ia bias results in inappropriate responses has grown from 61% to 75% in one year. The fear that identity impersonations give rise to false testimonies has also increased, just as the fear of the Deepfakes has done.
“Today’s consumers want personalized shopping experiences, improved by AI and the generative AI“, committed Lindsey Mazza, global retail director in Capgemini.”To remain competitive and generate loyalty to the brand, retailers must adopt strategies that put the consumer in the center, taking advantage of the AI to offer interactions with the client fluid but exceptional”
In relation to artificial intelligence, Capgemini’s research also yields other interesting data. Among them, that consumers trust the recommendations of the virtual influencers, that is, avatars created with AI, and make purchases based on their recommendations. In addition, about 70% of the Z -generation surveyes say they discovered new products through this type of figures.
Social Commerce and Advertising
In fact, social networks have also gained relevance in interactions with brands. More than half of consumers They discover new products Through these platforms, which is almost twice as in 2022. In addition, 40% of respondents occasionally use social networks to interact with customer service.
Deepening this, Instagram and Tiktok are leading the Social Commerce. 53% of the survey of generation Z have bought new products through social networks. The general percentage is lower, but has grown in the last year, after 24% from 2023 to 32% of 2024.
The consultant’s investigation has also focused on Impact of advertising on purchase behavior. According to their data, 67% of consumers observe the advertisements of the websites or retailers apps when looking for a product, and these have influenced almost a third of online purchases of the last twelve months.
The Ads in stores, However, they seem to have the same effect. Consumers consider that the advertising shown in the store is generic and does not meet their specific needs. In this regard, users say they prefer custom ads in stores, these being possible, for example, through screens in an intelligent shopping cart or on interactive touch screens.
Sustainability and loyalty
Beyond artificial intelligence, Capgemini has also analyzed other user behaviors. Thus, the report points out that these are increasingly willing to pay for speed and efficiency In the delivery of its products, since the predisposition to be paid for a quick delivery has gone from 41% in 2023 to 70% in 2024.
On the other hand, this willingness to pay more seems not to be at the time of Acquire sustainable products. The research indicates that 64% of consumers buy from sustainable brands and 67% would change brand due to the lack of sustainability. However, although the proportion of consumers willing to pay between 1% and 5% more has increased slightly, but those who are willing to pay more than 5% have constantly decreased in the last two years.
In addition to the involvement of brands with sustainability, personalization is a critical point in consumer loyalty. The report points out that signing to a loyalty program And sharing data that does not result in a better purchase experience is a reason to change brand for 64% of respondents. They are also that only program members receive a personalized experience, or having heard positive reviews of the product through influencers.
From Capgemini they point out that brands can find opportunities in these findings. For example, the consultant suggests relying on technology, and especially artificial intelligence in order to boost the CONSUMBERS CONNECTION both in the online and offline environment. It also recommends trusting influence marketing to improve consideration, and seek balance between price and sustainability.
