Retail revolution: How consumers accept, understand and trust artificial intelligence

OMD, an integrated communications agency, launched a campaign across Europe to better understand consumers' perceptions of artificial intelligence (AI).

Project summary

Artificial Intelligence is encroaching into our daily lives, so how can brands differentiate themselves in an emerging AI-powered retail environment? AI can provide tangible and important advantages for both retailers and their customers, transforming their interactions forever. OMD's bespoke research initiative gives insight into how consumers accept, understand and trust AI activations, exposing how brands can implement AI services that deliver meaningful human impact.Our goals were to capture real consumer behaviours and perceptions, gain a medium-term outlook of AI in retail, and understand the most important aspects of developing consumer-centric AI. As our research involved an emerging...

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