Recent research conducted by the Retail Technology Show (RTS) has unveiled UK shoppers’ attitudes towards the increasing prevalence of Artificial Intelligence (AI) in the retail industry. Despite the widespread adoption of AI and its potential to revolutionize customer experience (CX), the study revealed that a significant 73% of UK consumers firmly believe that human roles will always be essential in the retail sector.
The research, which surveyed over 1,000 UK shoppers, found that a quarter (25%) of consumers acknowledge the positive impact of AI in improving their shopping experience. Furthermore, 44% of respondents expressed their willingness for retailers to incorporate AI into their purchasing journeys, provided that it enhances their overall experience.
However, despite the growing acceptance of AI, there are lingering concerns among consumers regarding its implications. A significant 69% of respondents expressed a desire for retailers to build more trust when using AI in their shopping experiences. Moreover, transparency regarding the use of AI, governance policies, and procedures was highlighted as a key expectation, with 72% of consumers demanding clear communication from retailers on these matters.
A noteworthy finding of the research is the widespread mistrust among consumers towards the use of AI, with 39% expressing scepticism, particularly among Gen Z consumers. This challenges the notion that only older demographics are hesitant about embracing this emerging technology.
The impact of AI goes beyond consumer trust and confidence, as reflected in the survey results. Over half of the respondents (53%) expressed concerns about AI stifling creativity in the retail sector, while a considerable 70% highlighted the risk of AI leading to job losses in the industry. These concerns are not unwarranted, as it was reported by the Centre for Retail Research that 120,000 jobs were lost in the retail sector in 2023.
Despite these apprehensions, the research also revealed a consensus among UK shoppers, with 73% expressing the belief that human roles will continue to be indispensable in the retail industry, despite the rapid advancement of AI.
Matt Bradley, the Event Director for the Retail Technology Show, commented on the findings, noting that Gen AI has significantly raised consumers’ awareness of AI and its influence on their interactions with businesses and shopping experiences. He emphasized the accelerating mainstream use of AI in retail and its potential to be a transformative and disruptive technology in the coming years.
In an effort to delve deeper into the impact of AI in retail, the Retail Technology Show has lined up prominent speakers, including Dex Hunter-Torricke, who has previously worked with technology giants such as Google, DeepMind, Meta, and SpaceX. Hunter-Torricke, alongside other industry experts, will be addressing the implications of Gen AI and how retailers can capitalize on this technological advancement.
The 2024 Retail Technology Show aims to bring together leading industry experts with innovative solutions, providing a platform for retailers to explore the potential of transformative technologies. With over 400 innovators from major tech players to emerging disruptors showcasing their solutions, this event is set to be a hub of innovation and knowledge sharing.
In summary, despite the widespread adoption of AI in the retail industry, consumers remain steadfast in their belief that human interaction will always play a crucial role. The research findings provide valuable insights for retailers, emphasising the significance of transparency, building trust, and addressing the broader implications of AI in the retail sector. As the industry continues to evolve, understanding and balancing the role of AI with the irreplaceable human touch will be essential for retailers to thrive in the dynamic retail landscape.
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