Only a few Americans are comfortable using AI when they shop for clothes, a YouGov survey results showed, as everyone else are held back by data privacy concerns and the “lack of human interaction.”
Out of less than 1,000 people polled, only 6 percent said they are interested to use AI in discovering new clothing or brands. Most (60 percent) still prefer to browse in the actual brick and mortar, while others want to check apps (46 percent) or ask friends and family for recommendation (40 percent).
When asked what they were concerned about, data privacy and security topped the list (51 percent), followed by “lack of human interaction” at 45 percent, and the accuracy of recommendations at 43 percent, according to the market research company which online surveyed 957 adults in the U.S. on May 26.
The study, which was conducted around the time brands went on their Memorial Day sales, offers a sobering look at the lack of consumer appetite for AI during a busy shopping season.
“These concerns show that resistance to AI in apparel retail is not just about unfamiliarity with the technology. Shoppers also have practical concerns about whether AI will work well, whether it will protect their data, and whether it will make the shopping experience feel less personal,” YouGov’s survey report read.
Although there were certain nuances when comparing generations, a data point stood out for its sharp contrast to what other consumer surveys on the topic usually say: that adoption in AI tools is growing, especially among the Gen Zs. On the contrary, the YouGov data showed that only 9 percent of them were keen to use AI to discover new fashion.
The general disinterest across age groups was the same even when the question was rephrased. When the survey specifically asked shoppers how they would want to use AI when shopping for clothes nearly half (47 percent) said they were not interested at all. The disinterest was sharper in certain generations, led by Baby Boomers (52 percent) and Gen Zs (51 percent).
If they were already averse towards using AI on their phones, then they were more wary when the AI was tested in physical stores. 55 percent expressed discomfort, including 39 percent who said they were “very uncomfortable.”
Nevertheless, there were some who said they would be interested to use AI to check for available stock (26 percent) and getting size recommendations (25 percent)—data points which YouGov said suggest “room to grow, provided retailers address concerns around privacy, accuracy, and control.”
