Deloitte调查显示仅16%美国消费者信任AI智能体替自己完成节日购物
Consumers Aren’t Ready to Let AI Do Their Holiday Shopping Yet
- 1Deloitte在8-9月对4000名美国消费者的调查显示，仅16%信任AI智能体替自己完成节日购物
- 266%的受访者担心AI助手如何使用自己的数据，同时37%表示比六个月前更愿意使用智能体
- 3零售商正在搭建让AI智能体代表消费者购物的基础设施，节前多项调查也显示消费者态度犹豫
- 4作者判断短期内少有购物者愿意把购物自主权交给智能体机器人
智能体购物的瓶颈当前在消费者信任和数据顾虑，而非零售侧基建，接受度在回升但仍处低位。
- 影响：节日季转化短期仍要依赖消费者自主决策路径，品牌不宜把销售预期押在智能体代购上；数据用途不透明是主要顾虑，涉及用户数据的智能体功能需要把说明前置；37%的受访者比半年前更接受，态度在改善但基数仍低。
- 参考：可考虑先测算智能体代购在节日季销售预测中的占比上限，避免高估其贡献；值得在用户调研中加入数据顾虑项，为后续开放代购功能准备数据用途说明。
- 依据：16%、66%、37%均出自 Deloitte 在8-9月对4000名美国消费者的调查，由 Adweek 记者转述，属调研方口径，暂无独立验证。
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Retailers are building the bones that will allow AI agents to shop on behalf of consumers. But it’s unlikely many shoppers will be willing to sacrifice their autonomy to a bot just yet.
Only 16% of consumers say they trust AI agents to complete purchases for them, according to a survey of 4,000 U.S. consumers conducted by Deloitte in August and September. Sixty-six percent said they worry about how data is used by AI assistants, according to Deloitte, though 37% said they’re more comfortable using agents than they were six months ago.
Other recent surveys conducted ahead of the holiday season also show that consumers are hesitant about agentic shopping.
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Mitchell Parton
Mitchell Parton is ADWEEK's senior commerce reporter, covering retail media as well as the rise of agentic and social commerce. Before joining ADWEEK in 2026, he was a reporter at Digiday Media's Modern Retail and before that wrote for several regional publications in Texas.
来源：Adweek · adweek.com