What: Study reveals retailers should showcase human input behind AI systems rather than making AI appear more human-like to build consumer confidence.

Why it is important: This insight transforms how retailers should approach AI implementation, as recent data shows 72% of consumers expect AI enhancements in shopping experiences, but prioritise transparency and human oversight in these technologies.

The research challenges the common practice of anthropomorphising AI in retail settings, revealing that emphasising human expertise in AI development is more effective at building consumer trust. Through five comprehensive studies, researchers found that highlighting human input in AI development significantly improved users' perception of AI-generated feedback compared to both anthropomorphised and purely algorithmic presentations. The findings show that when companies clearly communicate the role of human experts in developing AI tools, consumers report better understanding and greater acceptance of the technology. This approach not only enhances perceived usefulness but also reduces resistance to AI adoption. The study suggests practical implementations across various sectors, from education to healthcare, where emphasising human expertise rather than AI humanisation can lead to better outcomes. The research also indicates that this strategy can provide a sustainable competitive advantage, as human expertise integration is harder to replicate than algorithmic solutions. For retail managers, this means reconsidering their AI messaging strategies to focus on the human element while maintaining authentic and transparent communication about AI capabilities.

IADS Notes: Recent market research strongly validates the article's emphasis on human-centric AI implementation in retail. As observed in March 2024, consumer acceptance of AI in retail has grown significantly, with Adobe reporting a 304% increase in AI-tool-directed traffic to retail sites. This trend aligns with the article's recommendation to highlight human expertise behind AI development, particularly as Bain & Co.'s November 2024 study revealed that three-quarters of consumers expect transparency in AI interactions. The business case for this approach is compelling, with an October 2024 Google Cloud survey showing that 87% of companies properly implementing AI experienced revenue increases of at least 6%. Furthermore, Coveo's June 2024 research found that while 72% of consumers expect AI to enhance their shopping experiences, they simultaneously emphasise the importance of maintaining human oversight and data privacy. These findings collectively support the article's central argument that success in AI implementation lies not in anthropomorphising the technology, but in emphasizing the human expertise that shapes it.

Consumers don’t want AI to seem human