Akeneo’s survey found that 75% of consumers have noticed AI-powered recommendations or chatbots while shopping online, and nearly half of those have actively engaged with these tools.
AI is transforming ecommerce faster than ever — from personalised product picks that feel made just for you, to chatbots ready to help anytime, day or night. But while these smart tools make shopping smoother and more convenient, shoppers still wonder: can they really trust AI?
Akeneo’s latest survey reveals the real story behind US consumers’ experiences with AI-powered recommendations and support. With 32% buying based on AI suggestions, the potential is huge, yet trust remains a puzzle retailers must solve.
Conducted by Dynata, this study of 1,000 US shoppers dives into how people feel about AI’s role in ecommerce — shining a light on the challenges and huge opportunities ahead.
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AI’s Impact on Product Discovery
In a crowded ecommerce market, consumers are discerning about their shopping experiences, and AI is playing a vital role in shaping their choices. Akeneo’s survey found that 75% of consumers have noticed AI-powered recommendations or chatbots while shopping online, and nearly half of those have actively engaged with these tools.
For those who acted on AI-driven recommendations, satisfaction is high: 84% reported being happy with their purchase, highlighting AI’s potential to enhance decision-making. This points to a significant opportunity for retailers to invest in AI technologies that refine the product experience.
Specific AI Improvements:
- 37% have seen smarter product recommendations.
- 33% experienced faster customer support.
- 31% enjoyed more accurate search results.
- 28% found better, clearer product information.
- 27% appreciated AI-generated summaries of customer reviews.
These stats reflect how AI-powered insights, driven by real-time, accurate data, help customers shop confidently, reducing returns and boosting satisfaction. Looking ahead, 42% of consumers expect faster, more accurate support, while nearly 40% anticipate more personalised recommendations tailored to their unique preferences.
Building Trust in AI and Chatbots
While AI adoption accelerates across ecommerce platforms, consumer trust remains a critical barrier. Only 45% of survey respondents expressed some level of trust in AI recommendations and chatbots for delivering relevant product suggestions. This trust gap underscores the importance of transparency—consumers want clarity on how their data is used to power AI-driven experiences.
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The survey also reveals challenges with chatbot satisfaction: only 38% of shoppers felt positively about the support chatbots provided, and just 14% were very satisfied. For brands, this signals a need to refine chatbot capabilities, delivering more personalised, helpful interactions to win over sceptical users.
Transparency around data use is equally vital. Nearly half of consumers (43%) believe brands are not transparent about how their information is collected and used, with another 30% unsure.
Yet, despite these concerns, optimism remains strong: 49% of consumers said that they are at least somewhat likely to continue shopping with brands that use AI to enhance their experience.
Looking Ahead: The Future of AI in Ecommerce
“AI will continue to deeply integrate into the digital shopping experience and ecommerce platforms, but it must be done cautiously and purposefully,” said Romain Fouache, CEO at Akeneo.
“Our data confirms that consumers are cautious yet curious and optimistic about AI’s future impact. As demand for transparency, trust, and personalisation grows, businesses must embed these principles into their AI strategies to build strong, loyal customer relationships.”
For ecommerce brands, the message is clear: investing in AI technology alone is not enough. Building consumer trust through transparent data practices and delivering genuinely helpful, personalised experiences will determine who thrives in the evolving digital marketplace.
The takeaway? Retailers who combine AI innovation with transparency and trust will lead the way in creating loyal, satisfied customers.
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