Smarter Consumption? AI Helps Consumers Make the 'Optimal Choice'

[Anchor]

A growing number of consumers are utilizing artificial intelligence when planning trips or purchasing products. AI analyzes individuals' usual tastes and patterns to help them make optimal choices.

Reporter Sim Useop has the story.

[Reporter]

Lee Jae-guk loves camping.

No matter where he goes, he sits in a folding chair and takes pictures, earning him the nickname "King of Chairs" among his friends.

He frequently purchases camping gear such as chairs, but now he visits stores only after having thorough conversations with AI.

[Lee Jae-guk / Writer: After asking about the pros about three times, I immediately ask about the cons. Then it accurately points out the downsides as well. It seems to cut the time spent finding information for shopping by more than half through conversations with AI.]

College student Kim Tae-yeon is preparing a trip with her parents for the upcoming Chuseok holiday.

An AI that knows her tastes well customizes the entire itinerary for her.

[Kim Tae-yeon / College student: I can comfortably ask AI things like, 'Everyone else says it's great, but do you think I'll genuinely like it here too?' Since my parents' preferences also need to be heavily reflected.]

According to a survey of 1,000 consumers in Seoul and the metropolitan area, 49.9% answered that they had purchased products or services recommended by AI within the past three months.

However, consumers did not blindly accept AI suggestions right away.

A significant number of them double-checked through internet searches or cross-referenced with credible sources such as corporate websites.

While purchases tended to follow AI recommendations more frequently in the case of "emotional experience goods" like restaurants, travel, and beauty products, the purchase rate based on AI recommendations remained at around half for items like clothing and home appliances.

[Lee Joon-young / Professor, Department of Economics and Finance, Sangmyung University: For high-involvement product categories or relatively expensive product groups, consumers tend to actively search for information and make decisions rather than relying solely on AI information.]

Recently, an increasing number of people are using AI to automatically handle routine items such as daily necessities and food up to the very step before payment, and the role of AI as a shopping assistant is projected to expand further.

(Video reporting: Park Jin-ho, Video editing: Park Ji-in, Design: Hwang Se-yeon)
※ Please note: This article was translated by AI and may contain errors.