A new IBM survey finds there is considerable interest in trialing AI for product research and deal hunting, even if consumer satisfaction has come up short.
These are just a few insights revealed in the IBM Institute for Business Value’s survey of 20,000 shoppers across 26 countries, which taps into consumer sentiment on the use of AI, digital habits and expectations for brands.
According to the data, only 16% of Canadians are satisfied with in-store experiences, while only 22% are satisfied with online shopping experiences, no changes required. To improve online shopping, respondents report they want an easier way to find the products they want (31%), more information about products (28%) and an easier way to return products (38%).
Canadians who haven’t used AI for shopping are expressing interest in using the technology for product research (85%), deal hunting (81%) and customer service (81%). IBM’s numbers also reveal that for the three quarters of Canadians consumers who haven’t used advanced AR/VR, 77% are interested in trialing it for redecorating their homes, 75% for product research and 71% to try on wearable products.
However, for those who have used it, consumer satisfaction is poor.
Only roughly one-third of Canadian/global consumers who have used AI-powered virtual assistants or chatbots are satisfied with their experience, highlighting a significant gap in meeting consumer expectations, according to the IBM research. But marketers should note that 47% of Canadian consumers would like to receive relevant information, advertisements and offers from stores or brands, and around half of Canadians are comfortable sharing their personal data with trusted brands.
The survey also finds that Canadians are less likely to introduce a new product, new brand or retailer to friends or family than global shoppers, with 36% of Canadian respondents affirming they would share this information compared to 49% of global shoppers.
In terms of payment, Canadians are satisfied with their options. Compared with their global counterparts, only 37% of Canadians versus 46% of global shoppers would like to have more choices in payment methods, such as being able to pay with Apple Pay, WeChat or Venmo.