How does Generation Z perceive the enhancement of online shopping experiences by AI?

In the new consumer research study by leading e-commerce technology company Rokt and Harris Poll, respondents from Generation Z listed five features they believe artificial intelligence improves in online shopping. These include product price comparisons (47%), product discount filtering (45%), relevant recommendations and product usage suggestions (41%), personalized shopping assistance (37%), and viewing product reviews (28%).

This data suggests that Generation Z values personalization and convenience when it comes to online shopping. AI-driven algorithms, which offer personalized product recommendations based on browsing history and preferences, align perfectly with their desire for tailored content. Such personalization enhances the overall shopping experience by saving time and providing relevant options.

Furthermore, Generation Z's acceptance of AI in online commerce is significantly influenced by trust. As AI algorithms become more adept at predicting consumer preferences, trust in these systems is likely to increase. This trust translates into higher engagement with AI-driven features and, ultimately, higher conversion rates for e-commerce businesses.

Additionally, the survey also emphasizes how inflation and other external variables affect Generation Z's online shopping behavior. Consumers become more price-sensitive as a result of price increases and actively look for deals and promotions. In these challenging economic times, AI-driven systems that can help consumers find discounts and relevant promotions can help them make better shopping decisions.

Finally, the data highlights how crucial the checkout process is to how consumers perceive a brand. Consumers are likely to have a more positive opinion of brands that offer a quick and easy checkout procedure. In contrast, a difficult checkout process can lead to cart abandonment and negatively affect the perception of the brand. This emphasizes the need for brands to invest in AI-driven solutions that optimize the checkout process and ensure a positive end-to-end shopping journey for Generation Z and all consumers alike.