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Major brands are accelerating AI-powered customer experiences, but consumer adoption is uneven and drops as shoppers move closer to purchase.
Key Takeaways
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AI needs a clear job: Analysts stress that successful implementations target defined use cases, such as helping guests find the right product or navigate returns, instead of turning on generic assistants just to chase hype.
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Guardrails protect trust and systems: Because customers will try to “break” AI tools and attackers may probe for weaknesses, companies must tightly limit what their agents can answer and anchor them to vetted data to prevent embarrassing failures or security risks.
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First-party wins at checkout: Consumers are more willing to use third-party AI for discovery but tend to complete purchases in brand-owned apps or sites, reflecting deeper trust in familiar environments and reluctance to share payment information on external AI platforms.
