AI, Cybersecurity, and Human Role Shape Online Shopping

Around the world and here in Ireland, a digital revolution is transforming how people shop online, with artificial intelligence (AI) now leading the charge. But this acceleration in the role of emerging tech brings a complex challenge: balancing the innovative power of AI with consumer demands and concerns. The latest EY Future Consumer Index, surveying 500 Irish consumers reveals a mix of attitudes and expectations that are radically shaping the next wave of e-commerce.

The shifting habits of online shopping

The study shows the Irish consumer base in flux, 18% are buying more online than last year, 54% maintain the same, and 28% shop online less often, indicating a reassessment of the role of e-commerce. With affordability still front of mind for many Irish consumers, seeking value via online is evident, with 60% looking for discounts, 47% using shopping apps, and 42% joining rewards programs, indicating increased engagement for brands who offer benefits and discounts. Social media influencers are also significantly impacting consumer behaviour, with 39% of consumers interacting with them, 67% trusting them, and 58% making purchases based on their recommendations.

Perceptions of AI in E-Commerce

While more than 70% of the respondents are engaging with AI technology on e-commerce platforms, the perceived usefulness of this technology is notably lower for Irish consumers than their global counterparts. 54% of Irish consumers feel that AI-driven product recommendations in their shopping experience are not very useful, in stark contrast to just 32% globally.

Usefulness of AI-driven product recommendations in shopping experience