The results revealed that despite years of investment in game-changing in-store technology, only one-third of global consumers (32%) say they would choose a highly efficient AI bot over a human associate who isn't fully informed. Just 31% believe stores without cutting-edge tech like AI and AR are already behind. And only 37% want to interact with digital screens or touchscreens in-store.

“I would put more emphasis on human interaction because consolidating everything to AI will make the shopping experience feel soulless,” explained one respondent from the United States.

Even as efficiency becomes increasingly valued, consumers are still asking for experiences that balance convenience with human connection—or at least provide a meaningful choice between the two. Less than half (40%) claim indifference about interacting with humans versus technology, which means the majority actively care about who or what helps them shop.