Consumers struggle with love-hate relationship around AI

Consumers struggle with love-hate relationship around AI

Consumers are increasingly embracing AI in their purchasing process. However, satisfaction around the technology is declining, and an overwhelming majority are concerned. That’s according to research from Capgemini.

AI is playing an increasing role in the way consumers store and make decisions. That’s according to a survey of 12,000 consumers worldwide, including in Europe, conducted by Capgemini. The 2025 Consumer Behavior Tracker report for the Consumer Product and Retail Industries paints a detailed picture of how generative AI is changing shopping experiences, how big a role AI is already playing today, but also how anxious and dissatisfied many users are.

Especially among young people

Generative AI is gaining ground in retail and especially among younger generations. The report shows that 24 percent of consumers already use Gen AI while shopping, with this proportion rising to 45 percent among Gen Z and 41 percent among millennials. 68 percent of consumers say they have purchased products based on Gen AI recommendations, and 75 percent are open to further implementation.

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The hurdles for AI: lack of trust, low data quality and varying expectations

This technology is being used in a variety of ways. For example, Walmart in the U.S. offers shoppers a Gen AI tool that allows them to search for products based on specific themes or ideas. Visual search and voice commerce are also becoming popular, with more than half of consumers using visual and voice search to find products. Health products and groceries are often purchased through these methods. Note that the figures reflect the global trend and say nothing about specific usage in Belgium or the Netherlands.

One notable development is the demand for AI-driven automation. 67 percent of consumers surveyed see benefits in automated restocking systems, with technology helping to automatically reorder products.

Well user, not satisfied or at ease

Although Gen AI use is on the rise, satisfaction is declining in several areas. Only 30 percent of consumers are satisfied with personalized loyalty programs: down 7 percentage points from last year. The highest satisfaction was found with automated customer service responses (40 percent), but overall sentiment remains mixed.

The rise of AI also brings concerns. Consumers are becoming increasingly aware of the risks:

  • Biases in AI: 75 percent of respondents fear that biased models lead to unrepresentative results.
  • Misinformation: 73 percent fear misleading testimony and false information generated by AI.
  • Privacy: 72 percent are concerned about deepfakes and violation of privacy rights.

These figures highlight the need for greater transparency and ethical guidelines around the use of AI.

Unstoppable integration despite concerns

AI is increasingly being used for marketing and sales strategies. Retailers such as Amazon and Instacart are using Gen AI to personalize ads and target audiences. Ikea launched an AI chatbot to give customers interior advice, while Carrefour introduced a chatbot to make everyday shopping more efficient.

AI is a powerful driver of retail evolution, but the road to full acceptance is bumpy, to say the least. Certainly younger generations are not finding it difficult to embrace AI in their social roles as consumers. Use of the technology is increasing year after year and many interviewees are excited about new solutions made possible by technology.

On the other hand, a large majority of those surveyed react pessimistically when researchers ask further questions. Model bias, misinformation and privacy are serious concerns. For now, those concerns do not seem to stop users, nor do organizations: AI is being integrated as quickly as possible, without effectively appeasing users’ concerns.