Artificial intelligence is entering shopping more and more. One of the most debated scenarios concerns the possibility that an AI assistant could make purchases on behalf of the end user.
This prospect is not yet fully in place, but it divides both consumers and companies. The topic is at the center of research carried out by Adyen, a technology company specialized in payments.
Data on Consumer Willingness
According to the research, conducted on a sample of 2,000 consumers and 500 retailers, 43% of respondents would be willing to let an AI assistant, such as ChatGPT or Gemini, manage the entire purchase process starting from a simple prompt.
Willingness is particularly high among Millennials, at 45%. Openness is also significant among other generations: Gen X at 42%, Gen Z at 42% and Baby Boomers at 41%.
AI is already a widespread shopping tool today. According to the study, 34% of Italian consumers say they have used AI assistants to simplify their shopping experience in the past twelve months, with Gen Z at 52% and Millennials at 44%.
Perceived Benefits and Conditions of Trust
Among those who use AI assistants while shopping, 65% believe they help save time and 64% that they help navigate the many options online. In addition, 54% would like retailers to use AI for proactive product suggestions.
The shift from suggestion to a personal-shopper role, however, depends on trust. Italian consumers indicate simple returns and post-purchase assistance as a priority, at 38%.
This is followed by trust that AI optimizes the purchase for the best value for money, at 34%, and clarity on who is responsible in case of errors, at 32%. Payment data security and privacy also remain relevant, at 32%.
Retailers’ Positions and Concerns
For those who are not yet ready to delegate, concerns mainly relate to control. According to the study, 48% cite the loss of control, 39% do not see the need and 36% fear errors in size, color or product.
On the company side, 80% of Italian retailers say they are open to enabling agentic commerce. Of these, 41% consider it a strategic priority and 48% intend to invest in the technology within twelve months.
Among those opposed, 37% of companies fear losing the direct relationship with the customer. According to Gabriele Bellezze, Country Manager of Adyen Italy, the direction is to make AI an additional channel that offers a new way to buy, while keeping the retailer in control of the relationship and data.
Currently, in the United States, agentic commerce is already partially in place, with the purchase finalized on the retailer’s website.
Original article: pambianconews.com
