AAcross the world and here in Ireland, a digital revolution is transforming the way people shop online, with artificial intelligence (AI) now leads the charge. But this acceleration in the role of emerging technologies poses a complex challenge: balancing the innovative power of AI with the demands and concerns of consumers. The latest EY Future Consumer Index, surveyed by 500 Irish consumers, reveals a mix of attitudes and expectations that are radically shaping the next wave of e-commerce.
Changing online shopping habits
The study shows that the Irish consumer base is changing: 18% are shopping more online than last year, 54% are maintaining the same level and 28% are shopping online less often, indicating a reassessment of the role of commerce electronic. With affordability still on the minds of many Irish consumers, the search for value online is evident, with 60% searching for discounts, 47% using shopping apps and 42% joining rewards programs, indicating increased engagement for brands that offer benefits and discounts. Social media influencers also have a significant impact on consumer behavior, as 39% of consumers interact with them, 67% trust them, and 58% make purchases based on their recommendations.
Perceptions of AI in e-commerce
While more than 70% of respondents use AI technology on e-commerce platforms, the perceived usefulness of this technology is significantly less for Irish consumers than their global counterparts. 54% of Irish consumers believe that AI-based product recommendations in their shopping experience are not very useful, compared to just 32% globally.
