Most consumers “don’t care about using AI”

By James On Nov 22, 2023

Although there are hundreds of AI tools currently being deployed in an effort to improve employee efficiency, general consumers are not at all interested in using AI in their daily lives, especially when it comes to online shopping.

A report from Storyblok claims that more than four in five (85%) consumers are not interested in using AI to help them make purchasing decisions.

The survey of 1,000 consumers and 500 senior marketers instead highlights the importance of on-site content when it comes to marketing, especially during the busy festive period.

AI is for workers, not consumers, says research

While consumers may not necessarily be interested in using artificial intelligence, the technology now plays a significant role in creating the content they see. Nearly two-thirds (64%) of marketers say they have used AI for general digital content.

Three in five added that if they were given an AI recommendation they would not be more likely to make a purchase, while almost one in five (17%) said they would be less likely to make a purchase would make a purchase.

The research highlights other areas where consumers are lagging behind, with the majority (43%) seeing the most value in a company’s website. Less valuable mobile apps (34%) and social media accounts (16%).

Despite a clear preference for web pages over app experiences, seven in ten consumers say they do most of their shopping on a smartphone, demonstrating the importance of a mobile-optimized site.

Speaking about consumer trends, which seem to be several steps behind the areas of current technology, Dominik Angerer, CEO of Storyblok said:

“It’s easy for brands to fall into the trap of chasing the latest trends instead of giving people what they actually want. As these survey results show, consumers have authentic content and useful websites on their wish lists this holiday season.”