As we head into the 2024 end-of-year shopping season, it’s more important than ever for retailers to build trust with their customers.
This year’s season is happening amid ongoing economic pressures and growing conversations around the impact of AI on what we see online, which means maintaining consumer trust is becoming harder, according to Bazaarvoice managing director for Asia Pacific, Kate Musgrove.
“AI-generated content can make it more difficult for people to tell what’s real and what’s not, leading to more skepticism around reviews and online content. This puts extra pressure on brands to show that the feedback from their customers is credible and trustworthy,” she said.
One of the best ways to address this is by having systems to check and authenticate reviews. Bazaarvoice uses a combination of AI and human moderation to spot fake feedback, ensuring only genuine reviews are shared.
“At the same time, it’s also crucial for brands to be open about both positive and negative reviews. Being transparent helps to build trust and strengthens brand reputation,” Musgrove said.
“But having authentic reviews isn’t enough on its own. Brands need to use this feedback across all their channels to improve the shopping experience and drive sales. By focusing on these strategies, retailers can turn the season’s challenges into lasting opportunities, ensuring their efforts during the festive period have an impact beyond the holidays.”