PwC reveals Thais are among top five to use AI

Almost a third of (32%) consumers surveyed globally by PwC plan to buy an AI device including robots or automated assistants, with retailers watching closely as ‘voice commerce’ develops in the home.

The findings are published in PwC’s Global Consumer Insights survey, which assesses the shopping behaviour, habits and expectations of over 22,000 consumers in 27 territories.

The study reports that 10% of respondents already own artificial intelligence (AI) devices, such as robots and automated personal assistants like Amazon Echo or Google Home, and 32% said they plan to buy one. Both consumer and retailer habits and offerings still need time to adapt however, to make the most of the new voice commerce channel.

Vilaiporn Taweelappontong, Consulting Lead Partner for PwC Thailand, said it’s interesting to see that Asian consumers, especially Thai consumers, are quickly adopting AI devices for shopping. Thailand ranks fifth among countries with the highest ownership of AI.

China leads the pack, followed by Vietnam, Indonesia and the US. This reflects how receptive and open Thai consumers can be when it comes to buying AI devices. It also means that offering a convenient shopping experience is key to winning the hearts of Thai customers.

“Thai retailers therefore need to adjust their strategies to meet this demand and bring in technology to enhance the customer experience and develop new distribution channels to boost sales amid a sluggish economy and purchasing power.”

Across all markets, early adopters of AI devices tend to be men, aged 18-34, who are open to collaborative consumption, less likely to take action to reduce the risk of online security issues and fraud, and less price conscious.

John Maxwell, Global Consumer Markets leader, PwC, comments AI is moving very rapidly into the consumer and retail sectors. Consumers are shifting their shopping behaviours.  As soon as they want something, they can order it, rather than think about it until their next shopping trip. Within two to three years AI could revolutionise how companies profile, segment and serve customers.