Shoppers wary of AI recommendations
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Consumers are open to using artificial intelligence for product discovery, but they don’t fully trust it for making purchases, a new report from the outlet finds. 35% of global consumers want human approval before an AI agent completes a purchase.
The report, which surveyed 1,840 consumers from the United States, United Kingdom, France, and Japan, also found that trust in AI purchases comes with an assurance of a return window.
Within the United States, younger consumers are more apt to trust delegating an AI agent to buy for them up to $250 with a seven-day return window.
RTB House found that just 22% of Baby Boomers and 29% of Generation X would trust AI to do that safely.
That increases to 42% for Millennials and 35% for Gen Z, but only with a seven-day return window on these transactions.
They are willing to employ an AI agent for transactions, but with guardrails, the company says.
The guardrails stipulation is agnostic of age, too, with the age groups closely aligned on shopping protections.
Payment companies realize that trust is vital to establishing AI purchasing actions, such as payment partnerships that ensure secure transactions.
A recent survey from PayPal Holdings Inc. and Commerce, a unit of Automattic, found that 66% of U.S. respondents want agentic commerce to have security levels “equal to or better than existing payment methods.”
Earlier in June, Visa Inc. said it would work with OpenAI, developer of ChatGPT, on credentialing and security infrastructure for agentic commerce.
The usable value in AI commerce now is discovery and research, the report suggests.
59% of U.S. consumers say AI helps them discover brands they were previously unaware of.
Brand discovery also can lengthen the purchasing-review time, with 42% saying AI increases the time they need to make a final purchase decision.
Boomers and Gen X consumers are more likely to use AI for brand discovery, at 62% each, followed by Millennials at 59% and Gen Z at 52%.
The report provides insight into how consumers are using AI in their purchasing decisions, and what they expect from AI-powered commerce.
