As a tool that reduces the mental burden of a task, artificial intelligence will help consumers to have less cognitive load.
Today, consumers already make use of artificial intelligence for a number of food-related actions, although it is true that they are still a minority.
According to data from Mintel, Spain leads Europe in the use of AI, although users are still not a large majority (around 30% of those surveyed). The main uses are: finding new recipes (35%), speeding up in-store shopping (33%), improving diet (30%), speeding up online shopping (29%) and, finally, testing new foods and drinks (24%).
The next country that uses AI the most is Italy, in very similar terms to Spain, but with slightly lower percentages for searching for new recipes (28%), speeding up in-store shopping (27%), improving diet (26%) and speeding up online shopping (25%). Notably, the difference with people using it to try new foods and drinks is significantly higher (14%).
In Poland, finding new recipes, improving diet and speeding up in-store shopping are used by 26%, followed by speeding up online shopping (23%) and trying new products (19%).
In the case of France, new recipes, improving diet and speeding up in-store shopping lead the way with 25%, 23% and 22% respectively. Testing new products and speeding up online shopping come in at 15%.
Finally, if we look at how Germans use AI, the most common use is to improve diet (24%). This is followed by finding new recipes (21%), speeding up in-store shopping (19%), online shopping (17%) and trying out new products (15%).
55% of the European adult population would feel comfortable following AI recommendations in at least one element of food and drink shopping
Here again, Spain leads the ranking, with 64% of respondents willing to introduce AI-derived suggestions into their shopping. It is closely followed by Italy (61%) and Poland (58%). At the bottom are France (50%), Germany (48%) and the UK (45%).
In terms of age range, in all countries the sequence is repeated, with Generation Z (under 27 years old), followed by millennials (28-43 years old), Generation X (44-59 years old) and finally baby boomers (60-78 years old).
What opportunities does this data present for retailers?
Artificial Intelligence undoubtedly has enormous potential to be applied to different processes. For example, it can facilitate shopping by incorporating better in-store navigation (combining augmented reality technologies); facilitating the implementation of dynamic pricing strategies; and, of course, personalised marketing.