AI trust gap reveals distinct retail priorities: Divergent paths to consumer growth in Hong Kong and the GBA

Consumer trust in artificial intelligence has significantly increased in Hong Kong, rising from 28% to 48%, and in other GBA cities, from 59% to 76%. However, this growing trust has not translated evenly into a willingness to share personal data for AI-driven retail. In Hong Kong, only 10% of consumers who trust AI are comfortable sharing data, a notable contrast to 32% in other GBA cities.

This data-sharing hesitancy is particularly pronounced among Hong Kong's 'silver shoppers', consumers aged above 55, where only 38% trust AI, compared to 76% in other GBA cities. This highlights a specific challenge for retailers aiming to engage older Hong Kong consumers with AI-powered personalized services.

The core distinction lies in consumer priorities. Across all age groups, 73% of Hong Kong consumers prioritize value for money, with 57% of its silver shoppers identifying as value shoppers. This differs from other GBA cities, where brand reputation and shopping experience are more prominent considerations for silver shoppers. As Anna Lin, Chief Executive of GS1 Hong Kong, notes, AI tends to recommend products backed by trusted, standardized data, which retailers must provide.

To bridge this gap, retailers in Hong Kong may need to demonstrate clear, tangible value and provide transparency and control over data usage. This implies integrating AI in ways that directly enhance value and trust across the entire shopping journey, from product discovery to customer support, rather than solely focusing on personalization.