AI与相关性的提高（英）-12页_1mb

Report Summary: AI and the Rise of Relevancy in Consumer Shopping

Introduction
This report examines the growing demand for personalized and relevant shopping experiences, driven by consumer frustration with choice overload and the rise of AI as a key enabler. It highlights how businesses can leverage data and technology to foster loyalty and improve financial outcomes in an increasingly competitive market.

Key Insights from Consumer Behavior

• Paradox of Choice: Over 46% of US consumers feel exhausted by the abundance of online options, with inflation increasing the time spent searching for deals.
• Demand for Relevancy: 50% of consumers said a relevant experience makes them more likely to repeat purchases, and 48% want personalized offers. Younger consumers (Gen Z and Millennials) particularly seek AI-driven personalization.
• Loyalty and Advocacy: Relevancy motivates nearly half of consumers to join loyalty programs and attract Gen Z advocacy.

Role of AI and First-Party Data

• AI Shopping: 88% of Gen Z and 86% of Millennials believe AI can improve online shopping by simplifying price comparisons, personalized discovery, and anticipatory assistance.
• First-Party Data: Companies using this data report higher shopping frequency, improved targeting, and reduced abandonment rates. For example, AI-powered tools can predict engagement in real-time, enhancing relevance without exposing sensitive data.

Business Blindspots and Financial Impact

• Cart Abandonment: Between 20-29% of consumers abandon carts due to irrelevant experiences, costing e-commerce $18 billion annually from Forrester. Frustrations include irrelevant ads and payment issues.
• Optimization Opportunities: Streamlining checkout with personalization (e.g., remembering user preferences) can reduce barriers and increase sales. Incremental revenue can be generated through post-purchase offers.

Case Study and Conclusion

• HelloFresh Example: Partnering with Rokt, they increased customer acquisition by 164% through data-driven personalization.
• Overall Takeaway: Achieving relevance through AI, first-party data, and context-aware experiences is critical for reducing abandonment, building loyalty, and driving superior business results in an evolving digital landscape.

Methodology
The report is based on a survey by The Harris Poll in 2023, involving 6,023 consumers across six countries, focusing on shopping behaviors and preferences.