The news: Digital-first consumers show far less resistance to brands’ AI use than store-centric shoppers.

• 72% of US adults who shop mostly or entirely online feel neutral about or prefer interacting with brands that use AI, per CivicScience.
• By comparison, 70% of those who shop mostly or entirely in-store say they avoid brands that use AI.

Digging into the data: The fact that consumers who primarily shop online are more comfortable with AI-driven brand experiences suggests that greater exposure to digital tools and automation may be normalizing AI’s application in commerce.

By contrast, shoppers who prefer physical retail experiences are more skeptical of AI’s role in brand interactions, pointing to a stronger preference for human exchanges and traditional customer service.

And that in-store shopping cohort includes younger generations: 21% of US Gen Zers shop in a clothing store at least once per month, compared with 10% of the general population, per YouGov.

Why it matters: Comfort with branded AI may be strongly tied to environments where consumers are used to engaging with brands. As such, adjusting AI use to meet consumer expectations may not be a one-size-fits-all equation.

• For digital-first users, personalization and automated customer service could feel like a natural extension of their online experience.
• Shoppers who prefer physical stores are put off by prominent AI use, meaning that AI offerings risk eroding the trust they associate with brick-and-mortar retailers.

Recommendations for brands: Tailor how visible and user-facing AI deployment is based on where and how customers are shopping. Test channel-specific AI strategies and aim for segmented deployment rather than a universal approach.

• Keep human support prominent for store-centric experiences and avoid replacing in-person physical touchpoints.
• Emphasize convenience online but don’t overly automate—keep real people available when customer service chatbots fail or require escalation.

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