Info overload, over-advertising causing frequent basket abandonment: Study

85% respondents say personal data protection is important when using conversational AI tools

Information overload has come out to be a rising concern for shoppers, with around 76 per cent Indian consumers recently admitting in a survey that they feel inundated by “too much choice” while buying.

The Accenture report, ‘The Empowered Consumer Research’, based on a survey of 19,000 consumers across 12 countries, including India, said that the information overload has forced 88 per cent consumers to abandon their purchases in the last three months of 2023.

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Amidst a lot of information available, including competing claims, messages, advertising, choices, recommendations, algorithms, and apps, the report emphasises on an urgent need for brands to tap into the power of generative AI (gen AI) to reduce the “noise” around decision-making and increase engagement, loyalty, and sales.