Consumer research snapshot: ChatGPT discussions accelerate AI use in grocery

As more consumers discuss ChatGPT, the vast majority of grocers say they've had senior-level meetings where they've discussed the tech.
Elizabeth Christenson
Editor, Retail Leader
Elizabeth Christenson

As of February, 45% of all U.S. consumers had seen, read or heard about ChatGPT, a chatbot powered by artificial intelligence (AI), according to Morning Consult. Developed by OpenAI and launched last year, ChatGPT’s basic version is free for consumers to use, and OpenAI continues to advance ChatGPT. Last month, it added the ability to perform tasks that would normally require using the internet or an app, such as ordering groceries on Instacart.

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Unsurprisingly, millennials and Gen Z adults, who are also the leading generations for many trends, including online marketplaces, social commerce and buy now, pay later adoption, were the generations most aware of ChatGPT with around 15% and 14%, respectively, having heard “a lot” about the tech, Morning Consult reported. Conversely, 64% of baby boomers and 62% of Gen Xers had not heard of ChatGPT.

Additionally, adults with the highest education level — particularly with a postgraduate degree — had the greatest level of familiarity with ChatGPT, according to Insider Intelligence. ChatGPT’s considerable coverage in the media likely has given many consumers some awareness of the tech, Statista reported.

With more consumers discussing ChatGPT, the grocery industry has taken notice. The majority of grocers (67%) said they've had senior-level meetings where they've discussed ChatGPT, Grocery Doppio reported. In tow, Grocery Doppio found grocers believe ChatGPT and large language models are the top use cases for:

  1. Improving customer service – 78%.
  2. Site search and product recommendations – 73%.
  3. Store associate tool – 71%.

With the growth in use of ChatGPT, Grocery Doppio also found that grocers plan to increase their use and experimentation of AI overall. The research firm found:

  • 82% of grocers say that adopting AI will be a necessity to compete in the future. 
  • 13% of grocers will spend non-budgeted funds exploring AI solutions in 2023.
  • 59% of grocers will test an AI-based solution in 2023.
  • Grocers expect a 13 times more increase in deployment of AI capabilities in 2025 compared to 2022.
  • The grocery channel anticipates 3 times more growth in the amount of AI and analytics talent needed in 2025 compared to 2022. 

According to Grocery Doppio, grocers also believe the top use cases for AI moving forward will be:

  1. Inventory forecasting and optimization (including waste) – 86%.
  2. Supply chain operations – 81%.
  3. Pricing and promotions – 72%.
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