U.S. consumers are increasingly embracing generative AI tools to enhance their online shopping experiences, with 59% of shoppers utilizing technologies like ChatGPT, according to a July 2025 Omnisend survey. While acceptance is rising, 85% of consumers remain concerned about privacy, AI hallucinations, and overuse. Key uses of generative AI include product research (57%) and personalized recommendations (45%), with many finding it more effective than traditional Google searches.
Marty Bauer, an e-commerce expert, stresses the importance of optimizing content for AI-driven searches and ensuring transparency in AI usage to build trust. He advises brands to gather customer feedback and track AI-surfaced referrals as KPIs. Despite worries over AI fatigue (26%) and misinterpretation of preferences (37%), Bauer expects continuous growth in AI adoption, emphasizing that human interaction will remain crucial in the sales process. Brands should prioritize consumer privacy and provide opt-out options to mitigate concerns effectively.
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