1/4 of French consumers will use AI for their end-of-year purchases – Barometer & Study > Techno & UX

The flagship Black Friday weekend and Christmas periods are once again a reminder of the need for retailers to adopt AI to provide the best possible shopping experience, particularly in response to the expectations of the new generation. Also, a recent Zendesk study, conducted by YouGov, highlights the growing role of AI in improving the consumer shopping experience in France. Among respondents likely to use AI, 44% of them do so primarily to find the best deals online, while for more than half (54%), it remains primarily a means of obtaining rapid responses via chatbots, and thus avoid long minutes of waiting (40%) during the end-of-year holiday period.

« We are approaching a major turning point in online retail, with 80% of customer interactions expected to be handled by AI within five years,” said Michael Chaouat, VP South EMEA. “Businesses that can harness the potential of AI to deliver personalized and engaging experiences to this connected customer base will benefit from a significant competitive advantage. However, trust remains a key factor, and a successful AI strategy must ensure that answers are relevant while integrating the human dimension, and paying particular attention to data security. These points of vigilance are essential to encourage the use of AI by all consumers. »

Trust, a key criterion for increasing loyalty

While 38% of French buyers are likely to return to a merchant after a positive experience with a chatbot, trust remains a major challenge. The study reveals that nearly half of buyers reluctant to use AI prefer human assistance (45%)or even doubt that AI can solve complex technical problems (48%).

These results attest to the loyalty opportunities available to merchants with AI if they are done in consideration of the expectations of future users. Intelligent digital assistants can be an indispensable ally in improving and personalizing the shopping experience even in busy periods, while ensuring human assistance when necessary.

Ensuring the balance between AI and human

Among French consumers, perceptions of the increasingly important presence of AI are not equal: 21% say they are more open to using AI tools for their purchases compared to the previous year . However, 49% still do not plan to use them in the run-up to the holiday periods, with almost two thirds declaring that they do not trust AI to make their purchases. This raises a main question: do retailers have the right AI strategy?

While AI can make the purchasing process faster and more convenient, it’s essential to think about an onboarding strategy that focuses on personalizing the customer experience first and foremost. But this must also take into account existing concerns. If technical problems are part of it, it is more the question of data which is holding back French consumers. More than 1 in 2 respondents express concerns about the confidentiality and security of data communicated to chatbots. Faced with periods like Black Friday and the holiday season, retailers must therefore address these concerns by offering reliable and secure AI solutions.

Gen Z will redefine the future of online sales

In France, online shopping habits seem to be driven by the habits of younger generations. While globally, Gen X and Y (35 – 54 years old) are pushing online sales, the French remain attached to the physical experience : only 18% shop online at least once a week, compared to 34% of Gen Z (18 – 24 years old). A trend that is reflected in the use of AI, 44% of 18-24 year olds say they would purchase from a brand again if their experience with AI was positive.

An opportunity for merchants during this purchasing period, who can take advantage of younger generations’ appetite for AI and thus offer them their best offers and personalized recommendations.