Key stat: To improve the shopping journey, 86% of adults worldwide want AI to help with product research or information, according to October 2023 IBM data. Some 82% want AI to help get service, answers, or solutions.

Beyond the chart:

• Nearly three-quarters of marketers believe AI can help them better understand customer needs, bringing them closer to their desired customer experience (CX), per Sitecore

• Using AI tools to resolve customer service issues—by offering faster, more accurate answers in more languages, for example—can improve retention rates and turn shoppers into brand advocates.

• However, 43% of CX and contact center professionals worldwide are concerned that implementing AI will provide customers with the wrong information, per July 2023 CallMiner data.

Use this chart:

• Guide AI investments.

• Identify areas to improve the buyer journey through AI.