Grocery Shoppers Least Likely to Trust AI Recommendations, Research Finds
Retailers and brands are rolling out artificial intelligence assistants to help shoppers make purchasing decisions, but when it comes to the grocery category, many consumers are inclined to take a pass on the recommendations.
That's according to online research conducted this spring by Chicory. The commerce media platform surveyed 1,005 U.S. consumers to determine their feelings about AI, recipes and who they trust in the decision-making process. More than half — 53% — said they were least likely to trust AI suggestions in the food and grocery category. That's ahead of personal care (43%), beauty (29%), fashion (21%) and electronics (19%).
What's more, 76% of consumers said they would switch brands if they were on an AI-generated list.
The findings come as grocery retailers, retail media networks and CPG brands scale their investment in AI-enabled shopping assistants, meal-planning tools and personalized commerce experiences.
The closer AI moves to the transaction, however, the more the average consumer's comfort level tends to drop. While 53% of respondents said they'd let AI build them a weekly meal plan or generate a grocery list, when it comes to AI actually adding items to their carts, that trust level dips to 22%. It plummets even more, to 14%, when posed with trusting AI to complete checkout on their behalf.
"The grocery category operates differently from most retail environments because trust, habit and personal preference play such a significant role in purchase decisions," said Yuni Baker-Saito, co-founder and CEO of Chicory.
"What this research shows is that consumers may be open to AI-assisted discovery, but they still want control over brand and purchase decisions."
Among Chicory's key findings:
- 53% of consumers say they trust AI the least to make recommendations in the food and grocery category.
- 76% of consumers still want control over grocery brand decisions. If presented with a grocery list generated by AI, they would choose different brands. Just 9% said they would accept whatever AI chose for them.
- More than 70% of consumers have used AI tools for grocery support; 43% say they've had negative experiences, including failed recipes, incorrect recommendations, or wasted money on the wrong items.
- 10% of consumers who actively research recipes and plan meals say they trust AI more than food sites or creators for building grocery lists. Nearly half (47%) admit they'd rather put their trust into food sites and creators, or they simply would not use AI for this purpose at all.
- 62% of consumers say they are more open to discovery within food content environments than elsewhere online.
- 33% say a product appearing in food content or meal inspiration that they’re already considering would make them more likely to trust an AI recommendation.
