More and more consumers want AI as part of their shopping experience

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Artificial intelligence is no longer a distant concept used only by tech-savvy individuals ; it is becoming a true ally to consumers. According to data from Salesforce (December 2024), 71% of shoppers worldwide want AI agents to answer their questions for faster service. This growing interest reveals a true transformation in the relationship between consumers and technology.

From our perspective, we analyze how marketing should respond to this reality and which strategic areas to focus on to support the evolution of the customer journey using artificial intelligence.

Where do consumers expect to find an AI agent?

According to the Connected Shoppers Report ( Salesforce, Dec. 2024):

Role of AI	Consumer Interest (%)
Addressing customer service inquiries	71 %
Buy when a target price is reached	65 %
Manage Returns or Exchanges	62 %
Manage loyalty points	59 %
Shop Recommended Products	47 %
Sharing Data with AI (U.S. Only)	24% (source: eMarketer + CivicScience)

Conclusion: Users want AI that saves them time, reduces frustration, and gives them control…but they don’t want to give up decision-making.

Trust First, Automation Second

Although there is a high level of interest in AI capabilities, trust is the major bottleneck. According to the study, only 1 in 4 consumers feels comfortable sharing data with an AI system to make a purchase.

➡ What does this tell us? That automation in retail should start with what’s most useful, not what’s most intrusive. In general, in the marketing sector, we need to be aware of this and introduce AI in a practical way: answering frequently asked questions, automating returns, managing loyalty points, or notifying customers of price drops.

What can brands do?

For us, these three actions are key to integrating AI into the consumer journey:

1. Implement AI at actual pain points

The data shows that consumers are more open to the use of AI for tasks that are a hassle for them: inquiries, returns, and price tracking.

Action: Start by implementing conversational AI tools (chatbots) and assistants for loyalty management.

2. Design experiences that build trust

The adoption of AI depends on its transparency and usefulness. We should prioritize interfaces that explain how decisions are made, offer choices, and respect privacy.

Action: Use AI as a facilitator, not as a substitute for the consumer.

3. Move from utility to personalization

Once you’ve built trust, you can move on to recommendation features or automated purchasing, but do so gradually and in a controlled manner.

The right approach: solve the problem first, customize it next, and automate it last.

For all these reasons, we conclude that AI is not just a trend in retail—it is an expectation. But its implementation must be smart, strategic, and people-centered.

At MIO One, we support our clients through this evolution with solutions that integrate strategy, technology, and user experience, tailoring each campaign to the maturity level of each consumer and market.

Communications Department

_Sources:

• _{Salesforce (2025). Connected Shoppers Report, Sixth Edition}

• _{eMarketer + CivicScience (2024). AI & Consumer Trust Report}

• _{EMARKETER (2025). A Marketer’s Guide to AI Agents}