Chapter 3
Aligning AI strategies with consumer wants and organisational needs
Balancing consumer expectations with organisational realities is crucial for successful AI implementation.
Our survey reveals that respondents believe consumers primarily desire personalised experiences from generative AI solutions, with tailored product recommendations (24%), hyper-personalised content (23%), and a personalised shopping experience (19%) topping the list. of popular answers.
However, retailers have expressed concerns about implementing such a new technology.
Some highlight the potential for AI-driven interactions to feel impersonal, fearing that chatbots may seem robotic and that over-automation could diminish the human touch.
Data bias and accuracy are also key concerns, with respondents citing the risk of AI misinterpreting trends, overlooking economic factors, and making unfair judgements in areas such as fraud detection.
What do you think consumers want the most from Generative AI solutions in eCommerce?
Tailored product recommendations
Hyper-personalised content
Personalised shopping experience
Better chatbots/customer service
Automation capabilities (checkout, returns etc)
Personalised offers and promotions
“Consumers clearly want Generative AI to drive deeper personalisation, with tailored product recommendations (24%) and hyper-personalised content (23%) leading the way. However, the demand for better chatbots and automation (14%) signals a shift: AI isn’t just about recommendations—it’s about creating a more intuitive, frictionless shopping journey. For AI to truly enhance eCommerce, brands must connect product data with real-time customer interactions. This means breaking down data silos and ensuring AI has access to accurate, enriched product information at every touchpoint."
Laetitia Korn, VP Marketing, Akeneo
“One of the main concerns I have is a lower acceptance level of AI-generated communications from customers eventually impacting trust and harming the relationship with customers. Overall though, I have positive outlook on AI in eCommerce, as it bears a lot of potential to make processes more efficient, which frees time to cater better to customers by improving the content and commerce strategy."
Sarah Sunderbrink, Head of Social & Influencer Marketing, Zooplus
To what extent do you think your organisation's AI implementation strategy is aligned with business objectives?
It is greatly aligned
It is slightly aligned
It is not aligned at all
“I think respondents could better ensure their AI strategy is well aligned to business objectives by implementing an AI Governance Board, and an AI innovations team and give them a seat at the table when goals, key drivers and roadmaps are decided."
Sarah Sunderbrink, Head of Social & Influencer Marketing, Zooplus
