More than 70% of consumers say that they want their online shopping experience to include generative artificial intelligence (GenAI), even while retailers face a growing dissatisfaction with how the technology has been implemented. 

According to a survey of 12,000 consumers from French technology and consulting company Capgemini, nearly 60% of respondents said that they have replaced traditional search engines with GenAI tools for product and service recommendations, while 46% said that they're "enthusiastic" about the impact of the technology on their online shopping. That said, Capgemini also found that customer satisfaction with GenAI technology has actually decreased year-over-year, dipping from 41% in 2023 to 37% in 2024, highlighting a need for retailers to focus on how and where consumers want the technology to be implemented. 

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“Consumers today want personalized shopping experiences, enhanced by AI and generative AI," Capgemini global retail lead Lindsey Mazza said. "To remain competitive and build brand loyalty, retailers must adopt strategies that put the consumer at the center, leveraging AI to deliver seamless yet exceptional customer interactions."

Capgemini's survey also found that consumers are becoming more willing to pay for faster delivery times, jumping from 41% of respondents in 2023's iteration to 70% in 2024. In total, consumers are willing to pay as much as 9% of an order's value for deliveries of just over two hours, while 65% consider a two-hour delivery option a priority for their shopping experience.