Clutch Report: 8 in 10 Shoppers Find AI Website Tools Both Helpful and Frustrating

New data shows that while consumers value AI website tools, poor design and limited transparency erode trust

WASHINGTON--(BUSINESS WIRE)--A new Clutch survey finds that artificial intelligence tools are now part of everyday online shopping, yet consumers are divided on their impact.

AI Tools Are Everyday Shopping Companions

Eighty-three percent of consumers have used AI-powered tools on websites in the past six months, with over half engaging weekly or more. Top tools include AI search (56%), chatbots (41%), and AI-generated content like summaries and FAQs (37%). One in three use AI tools more often since ChatGPT, and one in four are more open to trying them.

“AI tools are becoming part of the standard online shopping experience,” said Jeanette Godreau, analyst at Clutch. “But increased use does not mean guaranteed trust or satisfaction.”

Where AI Helps and Where It Hurts

While 81% of consumers find AI tools useful, 80% have been frustrated by at least one, and 93% say these tools can sometimes worsen their experience. Top complaints include interruptions, impersonal responses, and difficulty reaching a human.

"Consumers appreciate AI when it saves time or simplifies the experience," said Godreau. "But when it disrupts the journey, frustration sets in."

Chatbots are a common source of frustration. Nearly half of users say they often fall short, and 87% still need human support to fully resolve issues.

Transparency Builds Trust

Clutch’s survey shows 90% of consumers want brands to disclose when AI is used. Preferred methods include opt-out options, clear AI labels, and notes that indicate human oversight.

“When brands try to hide AI, users notice and it backfires,” said Godreau. “Even a simple label can go a long way in turning skepticism into trust.”

The full report is available on Clutch.

About Clutch

Clutch empowers better business decisions as the leading global marketplace of B2B service providers. More than 1 million business leaders start at Clutch each month to read in-depth client interviews and discover trusted agency partners to meet their business needs. Clutch has been honored for the past eight consecutive years as an Inc. 5000 fastest-growing company and by the Washington Business Journal as one of the 50 fastest-growing private companies in the DC metro area for 2023.