Gen Z and Millennials believe AI will improve online shopping

Millennials and members of Generation Z are confident that artificial intelligence (AI) has the potential to enhance the online shopping experience.

Over three-quarters of Millennials and members of Generation Z believe artificial intelligence (AI) has the potential to enhance online shopping, from identifying deals to receiving personalized guidance on their purchase journey.

Rokt, the e-commerce technology firm, commissioned The Harris Poll, the research company, to survey 6,023 consumers in six markets – Australia, France, Germany, Japan, the UK and US – to understand their attitudes on this topic.

Eighty-eight percent of Gen Z participants, it learned, thought AI would improve the digital commerce experience; that figure stood at 77% for Millennials. Drilling down further into their expectations, the analysis...

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