AI agents in online retail: Why consumers are still hesitant to use them when shopping

AI agents are regarded as one of the most important trends in e-commerce. Technology companies are currently developing systems that can search for, compare and even order products independently. But to what extent are consumers willing to use such AI agents when shopping online?

A new study by the Institute for Retail Management (IRM-HSG) at the University of St.Gallen shows: In German-speaking countries, many people are familiar with AI agents. In everyday life, however, they have so far played only a minor role in online shopping.

HSG investigates the use of AI agents in online retail

For the study “How consumers use AI agents when shopping”, the researchers surveyed just under 3,000 people in Switzerland, Germany and Austria. The study examined how well-known AI agents are, which tasks consumers would entrust to them, and which factors encourage or hinder their use.

The results are clear: around 5 per cent of respondents have already used AI agents to assist them with online shopping. It is significantly less common for consumers to allow the systems to handle the entire purchasing process independently.

“Technological development is currently advancing very rapidly. However, our findings show that consumer behaviour is changing at a much slower pace,” say the study’s authors, Thomas Rudolph and Christopher Schraml from the Institute for Retail Management at the University of St.Gallen.

Trust remains the biggest hurdle for AI in shopping

Whether AI agents will become part of everyday life in online retail in the future depends primarily on consumer trust. Only just over one in five respondents trust digital assistants to reliably search for, filter and compare products. If AI agents were to carry out the entire shopping process independently, this figure drops to just 5 per cent.

The respondents cited concerns about making the wrong purchases and data protection issues as the main reasons. Many do not wish to hand over complete control of their purchasing decisions to artificial intelligence.

AI is particularly convincing when it comes to price comparisons

Acceptance is particularly high where objective information is required. Almost one in two respondents would leave it to AI agents to compare prices between different suppliers or to search for special offers.

Consumers are significantly more cautious when it comes to tasks that require personal preferences or subjective judgements. Many still wish to make product recommendations, evaluate customer reviews or make the final purchase decision themselves.

For many people, online shopping also remains more than just a functional process. Around half of those surveyed state that shopping is also enjoyable and should therefore not be fully automated.

Younger generation uses AI agents more frequently

The study reveals clear differences between age groups. While older people are slightly more likely to be familiar with AI agents, they rarely use them. The highest willingness to use them is found among 16- to 24-year-olds: more than one in five people in this age group have already used AI agents to assist with online shopping.

The product category also plays a role. Consumers are most likely to automate the purchase of electronics, as products in this sector are easily comparable on the basis of objective characteristics. Most people still prefer to select food, clothing or cosmetics themselves.

AI agents in e-commerce: potential exists, but a breakthrough is yet to come

The researchers do not expect any fundamental change over the next twelve months. Around 18 per cent of respondents plan to use AI agents to assist with online shopping in future. Only about one in ten people can imagine letting artificial intelligence handle their shopping entirely.

The potential of AI agents in online retail is currently still limited. However, whether the technology catches on in the long term depends less on its performance than on consumer trust.

The survey results at a glance:
·         High awareness: The majority of people in the DACH region are familiar with AI agents.
·         Usage still low: Only around 15 per cent use AI agents when shopping online.
·         Trust is key: Unwanted purchases and data protection remain the biggest hurdles.
·         High acceptance for routine tasks: Price comparisons and searching for discounts are delegated significantly more often than personal purchasing decisions.
·         Younger people are more open to the idea: 16- to 44-year-olds in particular can envisage using AI agents.
·         Moderate growth: Widespread use of AI agents in online retail is not expected in the short term.

“AI agents will transform online retail. The key factor is whether they can win the trust of consumers through convincing results,” concludes study author Thomas Rudolph.