Savanta ：2024 AI对零售业的影响：消费者认知与行为分析报告（英文版）（12页）.pdf

1、1Understanding consumer perceptions and behaviour with AI in the Retail SectorRetail EditionBrought to you by:2Intro-ductionSince Chat GPT burst onto the scene in November 2022,Generative AI has been a hot topic of conversation among customers,within companies and at a regulatory level it is still t

2、he shiny new toy,despite being part of our lives for much longer than many people realise.For consumers,it is the first time Generative AI has been readily accessible and is now particularly among young people and those in the US,who are at the forefront of adoption seen as a helpful tool that could

3、 be integrated into their daily lives.With the rapid pace of development,many organisations are now racing to understand how it could benefit them.The potential for greater efficiency and productivity has certainly not been overlooked,with many brands looking at how they can wield Generative AI effe

4、ctively.While most start from content generation and crafting,those further along in their adoption journey will typically begin exploring the benefits for sales,marketing and analytics.With huge global retailers like Walmart and Klarna introducing AI assistants and Amazon leading the pack with its

5、latest shopping bot,brands need to understand potential use cases for their own organisation,or they risk being left behind.Taking a closer look at awareness,consideration and purchase behaviour to ensure that your brand is showing up in the right places and providing customers with more choice in h

6、ow they engage to enhance the customer experience will help retail brands stay relevant and competitive in the currently challenging market.3 3Con-tentsThe growth of Generative AI4Virtual assistants role in the purchasing journey5Focus on:Voice assistants7The evolution of consumer technology for ret