Intuit: How AI-Driven Personalisation is Reshaping Ecommerce. Intuit Mailchimp research reveals 48% of consumers expect AI to revolutionise shopping, presenting new challenges for data governance and personalisation

In an era of information saturation, personalisation has become a differentiator for businesses aiming to capture and retain consumer attention. Recent research from Intuit Mailchimp reveals a significant shift in consumer expectations regarding personalised shopping experiences, presenting both opportunities and challenges for e-commerce strategists and technology leaders.

The study, which surveyed 1,500 UK consumers, indicates a growing demand for highly tailored shopping experiences. Nearly half (48%) of respondents believe that data-driven technology and sophisticated audience segmentation will soon eliminate the need for active product searches, instead delivering desired purchases directly to consumers. This expectation rises to 72% among the 18-34 age bracket, signalling a generational shift in shopping behaviour.

Jim Rudall, Head of EMEA at Intuit Mailchimp, notes: “The latest iterations of social media algorithms focus on discovery, and the data we’re seeing here may explain why. Shoppers want to be targeted with things they may want to purchase, allowing them to fortuitously stumble upon new brands and products that align with their desires. 

“The future of shopping looks even brighter when you consider that almost half of UK consumers believe the products they’re seeking will find them, making online shopping less arduous and more exciting. This doesn’t come as a surprise, given consumers’ current focus on convenience.”

Balancing personalisation and privacy

While the majority of consumers (60%) welcome increased personalisation, the research unveils a complex landscape of attitudes towards data sharing and privacy. A significant 62% of respondents indicated that they require more tangible value from brands in exchange for their personal data, highlighting the need for businesses to demonstrate clear benefits from data collection and usage.

KEY FACTS

• 48% of UK consumers believe desired purchases will come to them
• 72% of 18-34 year-olds anticipate this future of shopping
• 60% of consumers welcome greater personalisation
• 36% believe personalisation prevents them from missing out on relevant products and trends
• 65% are comfortable with some AI involvement in brand content creation
• 62% demand more value in exchange for their personal data

The study also reveals a generational divide in attitudes towards data privacy. Almost half (48%) of 18-24 year-olds expressed little concern about how brands use their data – a view shared by only 9% of those aged over 65.

The acceptance of AI in marketing communications is gaining traction, with 65% of consumers comfortable with at least some AI involvement in brand content creation. This openness to AI-driven personalisation provides a mandate for businesses to leverage advanced technologies in crafting more targeted and effective marketing campaigns.

Jim Rudall, Head of EMEA at Intuit Mailchimp

However, the implementation of AI in personalisation strategies must be balanced with robust data governance. The study found that 80% of British shoppers require assurances from brands regarding responsible data usage. This highlights the critical need for transparent and ethical data practices as businesses increasingly rely on AI and data analytics to drive personalisation efforts.

The future of personalised ecommerce

As personalisation technologies continue to advance, businesses must strike a delicate balance between leveraging data for enhanced customer experiences and respecting consumer privacy. As Jim emphasises: “It’s not just about product recommendations: nearly one in four shoppers want to see more personalised brand marketing campaigns, too. With this in mind, marketers must be prepared to build communications not only around the products consumers want, but the lives they want to live.”

The challenge for technology leaders lies in harnessing the power of data and AI to create these personalised experiences while maintaining the trust and loyalty of an increasingly privacy-conscious consumer base. How AI-Driven Personalisation is Reshaping Ecommerce