The survey, which questioned 1,323 Australian Zip customers, found that 36 per cent had used AI to assist them with their shopping decisions in the past three months. Eighty-five per cent of those people had used that tool within the past month.
Seventy-nine per cent of shoppers who use AI do so for research and learning about products, while 66 per cent use it to compare choices before purchase.
Seventy-seven per cent said that AI has some or a lot of influence over their decisions, but 88 per cent said they want full control over final purchasing choices. Only 37 per cent are comfortable with AI completing a purchase autonomously, while 92 per cent are happy with the technology just comparing options.
Sixty per cent said the technology helped confirm recent purchase decisions, while 46 per cent said it improved decision time. Thirty-nine per cent even said it made them consider new products or brands.
In terms of more general AI use, 81 per cent of respondents had used an AI tool in the past three months, while 77 per cent of those users say they use the tools at least once a week.
“With AI becoming part of everyday life, our customers are clearly open to using it to help them make smarter shopping decisions,” said Soraya Alali, Zip chief executive for ANZ.
“Our research shows AI is already helping customers navigate choice, compare options, and make purchasing decisions with greater confidence.”
“At Zip, we believe trust and transparency are important as AI becomes more integrated in everyday shopping experiences.”
“Customers are embracing AI to help them shop, but they are also sending a clear message: they want to feel informed and in control.”
Trust is still the main issue holding back customer use of AI. While the tools are becoming more common and accessible in the retail space, for payments and search, businesses need to focus not on whether the systems will be used, but rather on how extensively they will be used.
Data suggests that just because a user wants to use AI to assist in shopping doesn’t mean they want AI to make the final decision.
AI bias and security concerns
These concerns are not unfounded. It is entirely possible that AI models could be trained to recommend specific products depending on agreements between AI giants and businesses. AI assistants on retail shopping pages may also recommend products based on profit margins rather than customer suitability, or favour specific brands and companies.
Customers should also be wary of what details they share with an AI and should avoid entering payment information, intimate or sensitive information related to their needs and the product, and other purchase details when possible, as this could create security concerns if the AI is to train on the conversation.
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