More shoppers are encountering generative artificial intelligence (AI) while shopping, a new survey found. Bain & Company, a management consulting firm that advises public, private and non-profit organizations, recently polled 700 online shoppers and discovered that 71 percent are unaware of having used generative AI while shopping online, even though most had recently shopped at retailers using it.

Additionally, the survey found that 41 percent of customers would feel comfortable using a generative AI tool from a trusted brand.

Poor production information is one of the biggest deterrents to online shopping, the survey found. More than 50 percent of respondents believe inaccurate product information and obvious errors have the biggest negative impacts on user experience.

"Generative AI provides a bridge to a more interactive and personalized retail experience," said Mikey Vu, partner and head of Bain's Retail AI practice. 

Consumers are becoming more aware of the risks of online shopping. The survey found that the potential risk of generative AI turns out to be less a barrier to usage than expected. 

Nearly 50 percent of respondents said they are satisfied using existing methods of shopping without using AI, while 39 percent said they don’t see the need for using new search tools. Furthermore, 22 percent said they don’t use generative AI because they don't trust generative AI tools.

"Some executives are understandably concerned about its tendency to deliver inaccurate information and the impact that can have on customer relationships. That's why careful and thoughtful product design is pivotal,” said Vu. “Setting expectations is key: 'should generative AI be perfect, or should it be reliably better than today's experience?' In practice, we've seen generative AI's customer responses to be more accurate, on average, than those from human agents. Retailers who prioritize trust, transparency and adaptability will unlock new levels of engagement and loyalty among their customers."

The survey revealed that most shoppers would be willing to share data on personal interests, such as hobbies, favorite products and demographics. Customers said they expect generative AI to help with the discovery and decision-making phases of their purchasing journey, specifically by finding products aligned with their timing, context, past purchases and preferences.