How are smart technologies changing our behavior around buying and interacting with brands?
With the study "The Retail Revolution", OMD is investigating the acceptance, use and perception of AI technologies in an international comparison for the second time.
The study makes it clear that the increasing use of artificial intelligence technologies is changing our behavior - before, during and after a purchase. How we search for information, how we are inspired and how we use services - even our shopping behavior is influenced by it. No other technology has spread around the world as quickly as voice.
31% of Germans already own a smart speaker - and the use of voice assistants and smart speakers continues to grow rapidly. This even puts Germany slightly above the international average. The astonishing thing: Nations such as Sweden and the Netherlands, which are otherwise known for their innovative spirit, are developing much more slowly than we are.
However, it is also clear that the adaptation of smart technologies in the market varies greatly: While voice assistants are already on the cusp of becoming mainstream, technologies such as smart home applications or chatbots are still at the beginning of the adaptation process.
The type of AI support desired differs depending on the area of consumption. Although openness to AI interactions is high across all shopping areas, the need for support varies greatly: the greater the need for advice in a product category, the greater the perceived added value of AI services for consumers. This added value is essentially achieved through support, personal relevance, simplification and inspiration. A brand's AI services must therefore be tailored precisely to the customer's purchasing needs.
"For many people, AI technologies have become an integral part of everyday life - some have invited smart home applications into their homes, while others carry them with them every day in the form of Apple Watches and Fitbits, for example. It is becoming increasingly important not only to observe the new developments, but also to be able to classify and instrumentalize their significance for your own industry or brand," says Oliver Stroh, CEO OMD Germany. "Our study focused on the question of whether it is time for brands to invest in these new technologies - and the findings speak for themselves: all companies that do not address AI now and take concrete action are missing out on important opportunities to develop their brand."
"The Retail Revolution" is a multi-phase global study conducted by OMD to investigate the acceptance, use and perception of AI technologies in a variety of countries. All figures in this report come from quantitative online surveys that are representative of the total population (18 years and older). Seven countries are included in both waves of research, in which OMD draws longitudinal results.
