In 2023, PwC noted that 73% of businesses use AI in at least some areas of their business. From AI-powered customer service chat bots to using AI to automate rote tasks, it has fast become the norm. In general, the results are intended to benefit both business and consumer: businesses can lower costs and create efficiencies, while consumers get a more personalized experience that continues to learn and understand their specific needs.
Employed thoughtfully, AI can enhance the customer experience, making it feel (perhaps counterintuitively) more “human.” Car rental company Turo realized that by employing ChatGPT, it could allow customers to make digital reservations using natural language, as if talking to a live customer service agent, rather than using an online form. Taking the concept a step further, companies are beginning to experiment with AI generated avatars to further normalize the experience of interacting with bots. If it sounds far-fetched, remember that many companies have given their digital tools human names, such as Bank of America’s Erica and Lemonade’s Maya, for exactly this reason.
However, not all business uses of AI are to the mutual benefit of customers, which plays a part in consumer skepticism and distrust in brands. When Kroger recently announced it was using an AI-powered pricing strategy after fitting stores with digital shelf labels that can be changed on the fly, the outcry was swift. Consumers and lawmakers alike were struck with a vision of the technology generating surge pricing for needed items while many people are still reeling from the impacts of inflation and struggle to afford groceries.
Consumers Adopt AI For Shopping
To level the playing field, consumers are increasingly embracing AI in their own ways, including using it to aid their shopping. Nearly 40% of consumers who make three or more online purchases a month use AI when researching products, finds Storyblok. Consumer usage will likely continue to rise, particularly with AI increasingly at their fingertips thanks to Apple Intelligence, Samsung AI, Google Gemini and Microsoft Copilot built into their devices.
Businesses need to adapt to this disruption in the typical consumer journey as AI grows in influence. As was the case in the early days of online shopping, the range of possibilities with AI are still being uncovered. Just as websites opened up new possibilities for businesses to reach consumers and cemented their role in CX, AI’s role will be defined in the next few years. Companies need to make sure now that they’re not only on consumers’ radars but also on the radars of the AI they use to shop.
Approaching AI With A CX Mindset
For businesses that are embracing AI, particularly in customer-facing situations, there are a few important callouts to make sure it enhances the customer experience you have crafted and doesn’t undermine the trust you have earned.
Be transparent about how you use AI. Maintain customers trust by letting them know what information you’re collecting, and how it’s being used.
Make the benefit to consumers clear. Help consumers understand and feel the benefits of AI in their experience with the business, such as a recognizably personalized experience.
Prepare for the influence of AI on CX. As consumers increasingly embrace AI in shopping, consider how this will evolve the traditional consumer experience and innovate the journey accordingly.
For more on consumer attitudes around AI, trust, and innovation, as well as guidance for your business on how to embrace the evolution, reach out to the empatiX team at hello@empatixconsulting.com.
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