• by Laurie Sullivan , Staff Writer @lauriesullivan, March 14, 2025

Holding on to consumers once they land on a retail or a brand site has become more difficult -- and the challenge of earning their trust once they are there has become even greater since the rise of generative artificial intelligence (GAI).

Personalized experiences tend to attract more consumers, but only when they trust the brand. Some 58% will share data for better deals, but trusting technology to keep their data safe has become a challenge. 

Coveo, a platform that supports GAI and search, released Commerce Relevance Report, Can GenAI Close the Gap Between Online and In-Store Experiences? The company surveyed 4,000 U.S. and U.K. consumers to analyze behavior and buying patterns.

Some 62% said they are more likely to make purchases with the guidance of GAI. This percentage rises to 68% for millennials.

Trusting GAI will shape the future of retail with increased consumer awareness of data practices and the uptick in use of agentic technology. Consumer confidence around privacy will remain cautious, with shoppers making careful choices about what brands to trust and how much personal information to share.

Seventy-one percent of shoppers surveyed said they limit data sharing to what feels necessary, a figure consistent with last year. Overall, the willingness to share data is declining, signaling rising concerns about how brands collect, store, and use personal information.

For privacy-conscious shoppers, trust is the deciding factor. Transparency in data use and demonstrating value are essential. While 53% of shoppers are willing to share data for better deals and 48% for personalized experiences, these incentives only work when combined with trust.

Expectations are an important factor. When expectations are not met, seven in 10 surveyed said they will abandon an ecommerce site if they can’t quickly find what they need.

Shopping experiences, however, still begin and end with search. For 43% of shoppers with a goal in mind, their first move is heading straight to the search bar. Bad search experiences are driving away shoppers. Some 72% of consumers said they abandon an ecommerce site when they can’t find what they need quickly, with 53% turning to Google and 36% heading to a competitor.

Consumers will search social media first, but purchase products elsewhere. The report found that 73% said they will find products on social media, but only 37% finish purchases there. While 58% of Gen Z and 54% of millennials said they tend to be more comfortable purchasing directly on social platforms, older shoppers buy on ecommerce sites, which offer the confidence in secure checkouts, clear pricing, and reliable product information.

Shoppers' priorities have become diverse in terms of demographics, but speed and accuracy are universal priorities.

In 2025, customers are asking brands for the basics — to help them find what they need fast, with 45% of shoppers citing the ability to quickly find what they need as the most important factor.

Some 48% of UK shoppers said they value this more than the 42% of U.S. shoppers, while about 55% of Boomers prioritize efficiency and simplicity and 44% of Gen Z and 37% of Millennials are more about transactional efficiencies.

Gen Z and Millennials seek personalized recommendations that reflect unique tastes and priorities, along with discovery opportunities that inspire them to explore.

Some 20% of U.S. shoppers versus 16% in the UK value manuals, guides, and other detailed resources. This also is true for higher income consumers, who often weigh purchases carefully and expect clarity and transparency in product details.