Trust & AI in shopping: New Zealand consumers' views

Recent Salesforce research highlights the importance of trust in New Zealand consumers' shopping habits and its implications for the use of artificial intelligence (AI) in retail.

The State of the AI Connected Customer report has revealed a significant growth in consumer willingness, especially among younger generations, to incorporate AI into their shopping experiences. It finds that as consumer trust in companies is decreasing to record lows, there is a parallel increase in consumer openness, particularly among Gen Z, to engage with AI and autonomous agents while shopping with New Zealand brands.

Research indicates that 71% of New Zealand consumers believe advancements in AI make trust more crucial. This sentiment presents an opportunity for companies to regain consumer confidence through trustworthy AI interactions. Notably, 33% of local Gen Z consumers expressed comfort with having an AI agent shop on their behalf.

The openness to AI is not limited to Gen Z. The research shows that 49% of Millennials and 45% of Gen Zers are more inclined to use AI agents to enhance their shopping experience with personalised or useful content. This is more than Gen Xers and Baby Boomers, who show a 38% and 24% willingness, respectively.

Additionally, over a third of New Zealand consumers would prefer working with an AI agent over a human to avoid the repetition of tasks. This aligns with the 31% of all respondents and 40% of Gen Z shoppers, who indicate they would opt for AI agents to receive faster service.

Despite this optimism towards AI, trust in companies has notably diminished, with 73% of New Zealand consumers stating they trust companies less than a year ago. Furthermore, 58% are concerned about companies' handling of customer data, highlighting a pivotal area of apprehension and opportunity.

Many New Zealanders are currently experiencing a complex mix of emotions towards AI, with 48% feeling suspicious and 40% curious about its future implications. This underscores an opportunity for companies to demystify AI's advantages and integrate AI agents in a way that emphasises their benefits.

The findings from this study are derived from a double-blind survey, which included feedback from over 500 New Zealand respondents, conducted between 26th July and 16th August 2024. This data collection aims to capture an accurate and insightful understanding of consumer attitudes towards AI in their shopping experiences.