Zendesk’s 2024 Global Holiday study* highlights the increasing influence of AI in enhancing the global shopping experience. The survey reveals that nearly a third of consumers will probably leverage AI for their holiday shopping. Shoppers are particularly drawn to this technology for its ability to help them find the best deals, access quick answers through AI-powered chatbots, and minimize long wait times during the hectic holiday season.
“We are approaching a tipping point in holiday shopping, similar to the moment when online sales first surpassed in-store purchases. The next major shift will be the rise of AI-powered interactions, said Tom Eggemeier, CEO of Zendesk.” In the next five years, we anticipate that 80% of customer interactions will be managed by AI, a substantial increase from just 20% today. However, while AI will play an increasingly significant role in retail, our survey proves the human touch remains essential.”
Retailers can boost loyalty with AI
The survey reveals that nearly one-in-four shoppers who have a positive experience with an AI agent are highly likely to return to that retailer. However, trust continues to be a significant hurdle, as many consumers express a preference for human interaction, citing concerns about AI’s ability to handle complex technical issues. This presents a unique opportunity for retailers to foster customer loyalty by effectively integrating smart digital assistants to enhance the shopping experience, all while ensuring that human support is readily available when needed.
Shoppers embrace AI, but balance is key
While AI can significantly enhance speed and convenience in the shopping experience, it is crucial for retailers to implement strategies that ensure customers feel personally valued and understood. Addressing customer concerns is equally important; nearly 45% of shoppers express worries about potential technical issues or malfunctions, while about 60% are apprehensive about privacy when using AI tools. As Black Friday and the holiday season approach, retailers must proactively address these issues by providing AI solutions that prioritize reliability and security. By doing so, they can build trust and foster a more positive shopping experience for their customers.
To learn more about holiday shopping trends and why younger consumers are turning to AI assistants, read the Zendesk Blog.
*Methodology
Zendesk collaborated with YouGov to conduct a survey of 8,413 online shoppers across eight countries — namely the US, UK, Germany, France, Brazil, Mexico, Australia, and Japan — regarding their experiences with AI in shopping. The survey was conducted from September 30 to October 4, 2024.