Number of Consumers Considering Artificial Intelligence–Enabled Devices for Holiday Shopping Doubles
December 07 2017 - 12:12PM
Business Wire
- Survey commissioned by SAP shows
four out of 10 U.S. shoppers are considering smart assistants to
purchase gifts
- Interest in using chatbots and
voice-enabled devices for commerce is growing, but barriers
remain
- Businesses are well-advised to
include smart assistants in their omnichannel strategy
SAP SE (NYSE: SAP) today announced that nearly four out of 10
consumers who own in-home assistants are considering using them for
holiday shopping this year — to purchase gifts for others (16
percent), research deals and savings for gifts (15 percent), and
for their own purchases (7 percent). These findings derive from a
survey commissioned by SAP of 1,000 U.S. consumers, researching
usage of artificial intelligence (AI)–powered smart devices for
holiday shopping. The survey affirms growing interest in relying on
AI technologies for commerce and that companies already considering
chatbots and voice-enabled assistants in their omnichannel strategy
are on the right track.
More Consumers Trust AI to Do Their ShoppingVoice-enabled
speakers such as Amazon Echo, Google Home and Sonos One will be
installed in 55 percent of U.S. households by the year 2022,
according to research from Juniper Research. The smart assistants
are seeing an uptick in adoption by U.S. consumers, who are
increasingly using them for a variety of applications — from
streaming music and making lists, to hearing the news, and even
making purchases.
When it comes to holiday shopping specifically, the survey found
that just 17 percent of consumers that own an in-home assistant
said they used it last year. The increased interest in using the
devices for holiday shopping in 2017 — more than double compared to
the prior year — demonstrates a growing interest in relying on
AI-powered technologies for commerce. The top reason for using an
in-home assistant to purchase gifts is convenience, with more than
18 percent of respondents citing this as a key benefit.
“As retailers look to meet shoppers’ expectations for
convenience and personalization, artificial intelligence is playing
a crucial role in the customer journey,” said Johann Wrede, global
vice president of strategic marketing for SAP Hybris solutions at
SAP. “Chatbots and voice-enabled assistants deliver a convenient,
hands-free experience, removing even more barriers to customer
engagement. These technologies will not be successful on their own,
however — they will need a rich set of customer data in order to
make relevant recommendations and be truly helpful.”
Barriers Prevent Further Adoption of Smart Devices for
CommerceWhile AI is becoming more accepted for helping with
holiday purchases, there are still many skeptics who haven’t gotten
on board with using their in-home assistants for commerce. Only 28
percent of respondents feel that their device understands them well
enough to recommend gift ideas. Additionally, smart speaker owners
report the top two limitations of the assistants as:
- Can’t determine visual product quality
(20 percent) — shoppers want to be confident in their purchases and
know what they look and feel like
- Requires too much guidance (19 percent)
— consumers are looking for a seamless experience and want their
devices to understand their needs and foster convenience
SAP® Hybris® solutions are being developed with a commitment to
furthering AI and machine learning (ML) innovation and helping
organizations overcome barriers to adoption. A ML co-innovation
program has been launched with the goal of partnering with
customers to embed new capabilities into SAP Hybris Sales Cloud and
SAP Hybris Service Cloud solutions. Additionally, SAP Hybris
solutions offer components or features with embedded ML today,
including advanced personalization, contextual merchandizing,
customer experience, shopping assistant bot, best product, best
offer, best channel, best sending time, best audience, affinity
scoring, sentiment analysis, imaging intelligence, service ticket
text analysis, and customer service bot.
See also an infographic on consumers’ use of AI for holiday
shopping here.
For more information on SAP Hybris solutions, visit the SAP
Hybris News Center or follow SAP Hybris solutions on Twitter at
@saphybris. For more information on SAP, visit SAP News Center or
follow SAP on Twitter at @sapnews.
About SAPAs market leader in enterprise application
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insight more effectively to stay ahead of the competition. SAP
applications and services enable more than 365,000 business and
public sector customers to operate profitably, adapt continuously,
and grow sustainably. For more information, visit www.sap.com.
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