Main uses of AI in online shopping experience in the U.S. 2024, by age group

A 2024 survey carried out in the United States showed that young shoppers aged 18 to 24 years old were the most enthusiastic toward artificial intelligence (AI). 47 percent of them believed AI could provide more timely responses to their requests. In turn, only 21 percent of respondents between 55 and 59 years old had the same opinion. 

Age-based perceptions of AI in retail

The enthusiasm for AI-powered features in online shopping decreases with age. This trend extends beyond the U.S., with a similar pattern observed in the UK, where 55 percent of Millennials and 44 percent of Gen Z shoppers show enthusiasm for AI personalization, compared to just 13 percent of Boomers. 

Evolving attitudes towards AI in retail

Despite the generational gap, AI's role in retail is expected to grow. Half of U.S. adults anticipate AI playing a larger part in the retail industry, though this represents a decrease from previous years. Moreover, 22 percent of respondents view AI's effect on the retail sector as somewhat positive, indicating a nuanced perception of AI's value in online shopping.