Artificial Intelligence in Retail Stores: Evaluation of Readiness to Adopt AI Technologies Among Consumers

Abstract

This research aims to explore consumer attitudes toward the incorporation of Artificial Intelligence (AI) in physical retail settings, specifically examining how prior AI experiences, perceived risks, consumer self-efficacy in AI usage, and gender differences influence their readiness to embrace AI technologies in retail environments. Employing a quantitative cross-sectional survey methodology, the study gathered data from 243 consumers knowledgeable about AI who have engaged in shopping activities within physical stores over the past year. Through descriptive statistics, Pearson's correlation, and t-tests, the analysis reveals a direct positive correlation between consumers' previous AI interactions and their openness to AI in retail. Conversely, perceived risks are found to affect their willingness to engage with AI technologies negatively. The research is geographically limited to Slovenia, which may restrict the applicability of its findings to other contexts. The study emphasizes the potential for increasing consumer acceptance of AI in retail through the introduction of strategic technology and the emphasis on security features. Contributing original insights into the dynamics of consumer perceptions of AI within the physical retail sector, this work offers valuable implications for retailers aiming to optimize AI integration strategies to mitigate consumer apprehensions and accommodate diverse demographic preferences.