Survey: Most consumers distrust AI

One in five U.S. consumers mostly or completely trust artificial intelligence, but that figure varies substantially depending on the respondent’s age, according to data research firm dunnhumby’s Consumer Trends Tracker report released Thursday. 

The survey of 10,012 U.S. shoppers found that only 8% of those over the age of 55 trust the burgeoning technology, while 31% of survey respondents under 45 said they mostly or completely trust AI.  

Twenty-nine percent of males said they were likely to trust artificial intelligence, more than double the percentage of their female counterparts at 14%. Families with kids at home also were more trusting of AI at 29%, while wealthier households making more than $100,000 were the most trusting at 37%. Thirty-two percent of those in urban areas said they trusted the technology.  

Trust it or not, artificial intelligence is already part of many people’s lives, according to Matt O’Grady, president of Americas for dunnhumby, who noted that Netflix recommendations and personalized ads based on customers’ past purchases are both generated through AI algorithms.  

“The potential of artificial intelligence in grocery is tremendous and has been at the foundation of our own data science here at dunnhumby for over 20 years,” he said in a statement. “Although the trust in AI is far from widespread, grocers should bear in mind it only took ChatGPT two months to hit 100 million users, making it one of the fastest growing computer applications ever.” 

The biggest concerns about AI were loss of jobs, security and privacy, loss of human touch, technology falling into the wrong hands and misinformation, the report noted.

The most popular grocery use categories for AI were security at 46%, personalized rewards and recommendations at 45% and budgeting at 42%.  

Those under the age of 45 had a different take on the grocery front, though. Fifty-eight percent said the most appealing use for AI in grocery was for personalized rewards and recommendations, while 57% said budgeting. Those aged 55 and over said the best use for AI in grocery was security—theft prevention, store surveillance and fraud detection—at 40%. 

Dunnhumby noted in the report that the increased use of loyalty and rewards programs could be an opportunity for grocers as it concerns artificial intelligence. “With 52% of consumers now identifying themselves in order to redeem rewards, and 56% saying its very or extremely important that a retailer rewards them for shopping there signals the time is now right for retailers to step up their personalization efforts,” the report said.  

AI also could be used on the topic of food waste and sustainability, due to a growing interest in the topic, the report said. More than half of respondents (51%) under the age of 45 said using AI to reduce waste was very or extremely appealing.  

“Reducing out-of-stocks and excess inventory is a positive use of AI, especially for 56% of consumers that say it’s very or extremely important that a retailer cares about food waste and has sustainable products and packaging,” the report said.