Thought-starter: Who are the Subconscious Shoppers?

Three technology-driven US consumers invite us into their homes to explain how their relationship with AI-driven devices is evolving.

Researching brands, products and services online before you buy has become the norm for how most people make purchasing decisions. In fact, a third of UK consumers who own AI assistants plan to use them to help them with their Christmas shopping in 2018 (source: SAP). But as we head into 2019 we are gearing up for another Moment of Truth – the Subconscious Moment of Truth – a decision that we don’t even know that we are making any more.

This year, we explored Subconscious Commerce, a macrotrend that examined how consumers are relinquishing purchasing decisions to artificial intelligence, and with that in mind, we interviewed three consumers in the US – Tiffanie, who lives in Austin, Texas; Tucker, who is based in North Carolina; and Joe from Dallas – an early adopter who uses a smart assistant daily. We asked them about the barriers to using AI assistants, how their relationship with them is changing and where they predict it will go in the far future.

Meet the Subconscious Shoppers here.