With the rapid advancement of technology, generative artificial intelligence (Gen AI) is reshaping consumers' shopping behavior patterns. The latest consumer trend report released by the Kapjeni Research Institute reveals that up to 71% of consumers expect to incorporate this cutting-edge technology into the shopping process. This trend is driven primarily by Gen Z and Millennials who have a strong demand for personalized shopping experiences and smooth digital interactions.
Research data shows that 46% of consumers are full of expectations for the application prospects of generative artificial intelligence in the e-commerce field, and 75% of them are willing to accept AI recommendations, a significant increase from 63% in 2023. It is worth noting that more than half of consumers (58%) have begun to use generative artificial intelligence tools as the preferred product search tool, replacing traditional search engines. In addition, 68% of consumers expect AI to integrate multi-channel information and provide one-stop shopping solutions.
Although about 70% of consumer goods and retail companies regard generative artificial intelligence as a revolutionary technology, its practical application effect has not met expectations. The report shows that consumer satisfaction with generative artificial intelligence has dropped from 41% in 2023 to 37% in 2024. This shows that retailers need to have a deep understanding of consumer needs to incorporate this technology into the actual shopping experience more effectively.
In terms of logistics and distribution, consumers' demand for rapid delivery continues to rise. Data shows that the proportion of consumers willing to pay extra for fast delivery has surged from 41% in 2023 to 70% in 2024. Consumers are now willing to pay a fee equivalent to 9% of the order value for delivery within two hours. In countries such as India, Germany, France, etc., 65% of consumers regard rapid delivery as a key factor in shopping decisions.
In the field of sustainability, while 64% of consumers say they prefer to choose environmentally friendly brands, their willingness to pay a premium for this is declining. At the same time, consumers' requirements for product information transparency are constantly increasing, and nutritional ingredients have become a key area of focus.
In digital marketing, AI influencers and social media platforms play an increasingly important role in product discovery. 25% of consumers say they trust the recommendations of AI influencers, while more than 50% discover new products through social media platforms such as Instagram and TikTok.
In terms of advertising performance, 67% of consumers will notice advertising on retail websites or apps when searching for products. Although online advertising has a positive impact on purchasing decisions, physical store advertising has low satisfaction, with 59% of consumers saying that these advertising content is too general to meet personalized needs.
Key Insights:
71% of consumers expect generative artificial intelligence to be integrated into the shopping experience, and the younger generation’s demand for personalization is the main driving force.
Consumer demand for fast delivery continues to rise, with 70% willing to pay extra for faster delivery services.
Although consumers are concerned about sustainable brands, the percentage of willingness to pay additional fees for sustainable products is declining.